Launch: Making Ideas Real
Most products fail. Let's make sure yours doesn't.
According to CB Insights (who dug through over 110 startup post-mortems), most products struggle because they don't actually solve problems people care about. Validating your idea before dumping a ton of money into it helps you figure out what potential users actually value. Test your assumptions early, and you can pivot while you've still got resources left.[0]
I've seen so many teams build elaborate solutions to problems that turned out to be... not really problems at all. Or at least not problems anyone was willing to pay to solve. We'll work together to test assumptions, find your true audience, and create something people genuinely want. This is all about going to market with actual confidence, knowing you've built something lovable.
I'm not big on rigid processes, but I do pull the best bits from things like design sprints, lean validation, and jobs-to-be-done frameworks. Plus a healthy dose of common sense and experience.
How we'll actually bring your idea to life
01. Discover
First, we'll dig into the problem. I mean really dig in. What are people struggling with? Why do existing solutions suck? Where's the opportunity? We'll map the problem space, identify key users, and create a strategic framework that connects business goals to actual human needs. No made-up personas—real people with real problems.
02. Define
Next, we'll find your bullseye customers—the specific people who need your solution most urgently. These aren't just anyone who might eventually use your product; they're the people who feel the problem most acutely. They're the ones who will try an imperfect early version because they're so desperate for a solution. We'll get these real humans in front of early concepts to validate that we're on the right track.
03. Ideate
Time to get creative! We'll sketch multiple potential solutions, drawing on everything we've learned. No commitment to a single direction yet—we want to explore diverse approaches, critique them together, and combine the strongest elements into something focused.
04. Test
Now for the fun part. We'll prototype something that's realistic enough to test our core ideas but doesn't require months of engineering. This might be a clickable mockup, a landing page, or even a clever Wizard-of-Oz setup that looks real but has manual processes behind the scenes. We'll put it in front of real users, observe how they react, and learn fast. You'd be amazed how much you learn from watching just 5 people try to use your prototype.
05. Plan
With validation in hand (and having avoided building something maybe nobody wants), we'll create a practical roadmap for bringing your product to life. We'll define your minimum lovable product, something people will actually want to use and tell others about.
The science behind the approach (I promise it's not boring)
I pull from battle-tested methods that focus on learning fast and reducing risk:
Design Sprints
Developed at Google Ventures, design sprints compress months of work into days. I used to run these by the book, but I've since adapted the format for remote teams and busy schedules. We maintain the speed while fitting your real-world constraints. Because when was the last time anyone was in a meeting for an entire week?
Bullseye Framework
This approach focuses on finding the specific people most likely to adopt your product first—not everyone who might eventually use it. By targeting these bullseye customers, we validate ideas faster and more accurately. It's like finding the perfect early adopters who will forgive your imperfections because they need your solution so badly.
Lean Validation
Using the build-measure-learn loop, we quickly test ideas and iterate. We create the simplest possible experiments to validate assumptions before investing heavily in full development. I'm all about finding the minimum path to learning.
Jobs-to-be-Done
This framework focuses on what people are trying to accomplish rather than demographics. Understanding why people 'hire' products helps us build solutions that address their true needs.
Why this approach works better than just building
Rushing from idea straight to production code often leads to wasted effort and heartbreak. Taking just enough time to understand the problem and verify your approach helps you build something that actually resonates with users. Think of it as insurance against building something nobody wants.
- You validate ideas before dumping a ton of time and money into design and development
- You focus on the specific users who need your solution most urgently
- You test multiple approaches to find the most promising direction
- You learn quickly from real user feedback instead of assumptions and guesswork
- You end up with a roadmap based on evidence, not wishful thinking
This isn't about endless planning or analysis paralysis. We focus on learning the critical things fast so you can move forward with confidence. We'll find the right balance of thinking and doing for your specific situation. Trust me, I want to build as much as anyone!
What to expect (and when)
The Launch process typically runs over 4-8 weeks, depending on how complex your product is and how available your team is. Here's a rough timeline:
- Discover: Mapping the problem space (1-2 weeks)
- Define: Finding your bullseye customers (1-2 weeks)
- Ideate: Sketching multiple solutions (1 week)
- Test: Creating and validating prototypes (1-2 weeks)
- Plan: Building an evidence-based roadmap (1 week)
Most teams end up committing about 10-15 hours throughout the project, with certain moments requiring more focused attention. I handle the heavy lifting, including research coordination, prototype creation, and documentation. You focus on bringing your expertise and making key decisions.
Is Launch the right approach for you?
This approach works best when:
- You have a new product idea but aren't sure if it's the right direction
- You want to validate your concept before investing a ton of time and money
- You need help turning your vision into a concrete plan
- You're worried about building something nobody wants
- You're open to having your assumptions challenged (in a constructive way!)
Not sure if this is the right approach? Let's chat about your needs and find the best fit for your product's current stage.
On your way to the moon already?
If you're already in the market and adding features, we can improve what you have without disrupting existing customers.
Expand
For adding features to existing products. This approach centers on strategic growth with capabilities that deepen engagement rather than just adding more stuff for the sake of it. Perfect if you already have users but want to grow.
See how
Refresh
For modernizing existing products without breaking what works. This approach emphasizes preserving what users already love while systematically improving what doesn't work. Ideal if you need to update an established product without alienating your current users.
See how
Ready to boost your confidence and launch a product people will embrace?
Let's discuss how to bring your product idea to life with confidence.