A Smart Bear · Jason Cohen
articleprincipleYes, but who said they'd actually BUY the damn thing?
17 August 2025Profit
Source excerpt
About A Smart BearHave a great idea? Prove it by finding ten customers ready to hand over cash. Everything else is avoiding the truth.
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What a founder can learn
Founder takeaway
Treat willingness to pay—not enthusiasm, compliments, or stated interest—as the first meaningful test of an idea. Before investing heavily, find a small set of target customers prepared to make a real financial commitment.
Why it matters
Early payment evidence helps distinguish a painful, valuable problem from an appealing concept, reducing the risk of spending scarce time and capital on something customers will not buy.
Put it to work
Name the narrowest customer segment for your idea, then ask: What offer could I put in front of ten qualified prospects this week that requires a concrete payment or purchase commitment?
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