Ideas
The One-Sentence Offer: Name the Change You Mean to Make
Write a one-sentence offer that names its customer, problem, and intended change, then use it to clarify your business…
The article shelf
All articles
Browse clear explanations and considered comparisons about shaping, testing and communicating an early business idea.
Customers
Interview or Observation: Two Ways to Learn What Customers Notice
Choose customer interviews or observation based on whether you need to understand people’s reasons or see how they…
Operations
Before the Business Plan, Map the Business Model Canvas
Use the business model canvas to map customers, value, delivery, and costs on one page, then trace how a changed…
Experiments
The Busywork Myth: More Activity Does Not Mean More Progress
Spot startup busywork and redirect your time toward a small experiment with a clear question, an observable result…
Communication
A Two-Minute Introduction for a First Venture Conversation
A two-minute introduction for a first venture conversation helps you explain your idea clearly, set expectations, and…
Our starting point
A good venture starts with a clear question
Before polishing a pitch or building a product, make the idea understandable and find out what you still need to learn.