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Why is it important to test ideas in the marketplace?

Started by Taylor Davidson · 11 months ago

Evan Williams on evaluating new product ideas:

The key question for evaluating an idea [on the topic of obviousness] is number one: Is it obvious why people should use it? In most cases, obviousness in this regard is inversely proportional to tractability. The cost of [xxx] and [xxx2]’s high tractability was the fact that they [...] ... Continue reading »

4 comments

  • I'm starting to think that there's two kinds of people: ones that understand this and ones that don't.

    Are there enough people who agree that we can ignore the rest? The opportunity cost to spending time persuading people might be too much to bear when the returns to collaborating with people who "get it" are so high and fast.

    ;-)
  • Ah, but giving up on people because "they don't get it" usually means you haven't found a way to communicate with them a language they understand.

    All depends on who you have to convince. If you need them, as customers, users, investors, employees, partners, then obviously ignoring is not an option. And if you don't need them for any of that... then you don't need to convince them in the first place :)
  • right, well i was imagining a situation [e.g. a startup] in which all the
    investors and employees [esp management] are starting from the same mindset
    and looking for measurement/opportunities/marketing through the lens that
    you and i might.

    still have to deal w/ customers, etc, but i also think that if you just "do
    your thing" and make something great no one needs to be convinced of
    anything.

    in particular i think the aardvark guys are pretty much in this situation...

    i'm really hungover so hopefully this makes sense ;-)
  • Agreed, agreed.

    In my mind it's a real option: by making small investments in hashing out ideas we're creating real options for larger investments.

    Thinking of time / resources / intellect / $$ as a staged, option-type set of decisions, it just makes too much sense not to test ideas with high option values.

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