We recently read a post from the Toronto Globe and Mail entitled ‘You believe you have a a winning idea: How to make other think so, too” and, aside from the obvious (to us at least) grammar mistake in the headline (no use of capitals), the post had a rather interesting premise: test your product or service concept with customers as you go along.
We’ve advocated something like this in our marketing consulting practice, and do so in our idea validation course (A02) but it’s good to see someone advocating it nationally in a blogpost.
The idea is that if you have what you think is a good idea, test it with trusted and/or target customers as you go along the development cycle. One thing our clients have found is that ideas get refined and changed along the way, and you, the entrepreneur, has to be sensitive to what your customers are telling you.
The risk in all this testing, however, is that one of your trusted customer allies will leak your idea to a potential competitor.