Avoid the elusive truth.

Photo by Uninteneded Concept on Unsplash

Imagine you are distilling top-quality rum in your garage during your free time. You mastered the recipe. Your five-year oak-aged rum is blowing friends and family off their feet. They are fighting to get hold of your unique bottled premium product, handcrafted rum.

And then, that same group of family and friends, and a few new ones, start planting the seed that you should leave your day job to focus on your fantastic product. Soon, you fell in love with the idea.

What about the market? After all, you should also fall in love with the market because they keep the boat floating. But that’s easy. The fact is you already identified the need, everybody that loves high-end crafted rum at a reasonable price.

Although, who doesn’t love a high-quality product at the right price? You made the perfect hypothesis about your product and the market, but there is no way you can prove it wrong. Furthermore, you will gain no knowledge by testing this assumption. And then, the uptake is not there.

On the other hand, you may hit your target by narrowing your ideal market to a specific age group, price range, geographical area, income, and behavior. If it is not working for you, change some parameters, test, and measure again. See if you can prove your hypothesis wrong. Repeat until you find the sweet spot.

The point is to find those early adopters from which you can grow without fooling yourself.

Bottom line: You can’t learn when you are always right. You only understand through trying different ways and making mistakes. So beware, you are on the wrong road if you can’t prove your assumptions wrong.

--

--

--

Founder, entrepreneur and introvert. Daily blogger and lover of everything agile. www.quiet-entrepreneur.com

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Meet Vertex US Partner, Sandeep Bhadra!

When I started working on my business instead of in my business something great happened.

“That’s a great idea!” The podcast that asks entrepreneurs what drives them

How to Register your own Business in Australia.

Do you spend a lot of time and effort building the perfect demos?

How to Refocus and Expand Your Business Beyond Its Limits

Don’t Let an Investor Run Your Startup Business

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Thys Cronje

Thys Cronje

Founder, entrepreneur and introvert. Daily blogger and lover of everything agile. www.quiet-entrepreneur.com

More from Medium

Why You Shouldn’t Underestimate the Value of Workforce Demand Forecasting

Maybe 68%, 95%, or 99.7% is Better than 100%

What does China want from the world?

Scientists shouldn’t be allowed to recommend their own peer reviewers