Launch: Making Ideas Real
Increase your product's chances of success through validation, prototyping, and focused execution.
Most products fail. Let's make sure yours doesn't.
According to research by CB Insights analyzing over 110 startup post-mortems, many products struggle because they don't effectively address problems people care about solving. Validating your core idea before heavy investment helps you identify what potential users truly value. By testing assumptions early, you can refine your concept while your resource commitment is still minimal, increasing your chances of building something people will want to use.[0]
We'll work together to test assumptions, find your true audience, and create something people genuinely want. This isn't about rushing to market—it's about going to market with confidence, knowing you've built something lovable.
The process combines the best of design sprints, lean validation, and jobs-to-be-done frameworks to ensure we're building the right product for the right people.
How we'll work together
01. Discover
First, we'll understand the problem deeply. What are people struggling with? Why do existing solutions fall short? We'll map the problem space, identify key users, and create a strategic framework that connects business goals to human needs.
02. Define
Next, we'll find your bullseye customers—the specific people who need your solution most urgently. These are the people who feel the problem most acutely, not everyone who might eventually use your product. We'll get these real humans in front of early concepts to validate that we're on the right track.
03. Ideate
This is where we get creative. We'll sketch multiple potential solutions, drawing on everything we've learned. We'll explore diverse approaches, critique them together, and combine the strongest elements into a focused concept.
04. Test
We'll create a simple prototype that's realistic enough to test our core ideas. This might be a clickable mockup, landing page, or Wizard-of-Oz setup. We'll put it in front of real users, observe their reactions, and learn fast.
05. Plan
With validation in hand, we'll create a practical roadmap for bringing your product to life. We'll define the path to your minimum lovable product, something people will actually want to use and tell others about.
The science behind the approach
Launch combines 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've adapted the format for remote teams and busy schedules, maintaining the speed while fitting your constraints.
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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.
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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.
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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.
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Why this approach works
Rushing from idea to code often leads to wasted effort. Taking time to understand the problem and verify your approach helps you build something that genuinely resonates with users. This isn't about endless planning—it's about learning the critical things fast so you can move forward with greater confidence.
- Validate ideas before investing heavily in design and development
- Focus on the specific users who need your solution most urgently
- Test multiple approaches to find the most promising direction
- Learn quickly from real user feedback instead of assumptions
- Create a roadmap based on evidence, not guesswork
This isn't about endless planning—it's about 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.
What to expect
The Launch process typically runs over 4-8 weeks, depending on your product's complexity and your team's availability:
- Discover: Map the problem space (1-2 weeks)
- Define: Find your bullseye customers (1-2 weeks)
- Ideate: Sketch multiple solutions (1 week)
- Test: Create and validate prototypes (1-2 weeks)
- Plan: Build an evidence-based roadmap (1 week)
Most teams commit 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.
Is Launch right for you?
Launch works best when:
- You have a new product idea but aren't sure where to start
- You want to validate your concept before heavy investment
- You need help turning your vision into a concrete plan
- You want to ensure you're building the right thing
Compare my three approaches to 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. Centers on strategic growth with capabilities that deepen engagement rather than just adding more stuff.
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Refresh
For modernizing existing products. Emphasizes preserving what works while systematically improving what doesn't to reduce risk.
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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.