Execution
How to actually run validation
Step-by-step process write-ups. What we do in each week, why we do it in that order, and what the common failure points look like.
Writing
No theory.
Only what works.
Practical writing on startup validation, customer discovery, demand testing, and building products that actually sell.
Status
First articles
coming soon.
We're writing about what we actually do — not what sounds good. Expect writing on running validation sprints, structuring interviews, interpreting weak signals, and when to pull the plug. The kind of content that's useful the week you're in it.
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What We Write About
What you'll find here
Signal vs. Noise
Reading demand signals correctly
What counts as real traction. What's polite interest. The difference between someone saying "great idea" and someone pulling out their card.
Decisions
When to build and when to kill
The hardest part of validation is making the call. We write about how we make it — without emotional attachment, without moving goalposts.