Let the Market Have a Say

Full transcript

You've already done something important — you stopped starting with the business model and built a real understanding of the person you want to serve, carrying around ten customer insights forward. Now we need to let the market have a say — not to prove this business will definitely succeed, but to ask: do I have enough evidence that this problem deserves the next level of investment? We stop trying to reinvent the wheel and start looking at where money is already moving — what people are buying, searching for, complaining about, and what language keeps appearing again and again. Take Lucy — if she finds hundreds of homeschooling planners already selling, that confirms people spend money here. But she needs to go deeper and read what buyers love, criticise, and keep asking for. Not all evidence is equal — ten thousand views tells you a message got attention, but it doesn't mean ten thousand people want to buy. Keep sorting everything into three buckets: what you know, believe, and still need to find out. Don't just observe — interact. Post a thought, test a message, talk about the problem on the platforms where your customer spends time, and bring what you learn back into your notes so you can move forward with real evidence.