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Rule 23 TEST YOUR IDEAS IN REALISTIC SITUATIONS

Question: How can you predict whether an idea will survive in the real world?

Answer: Test it in the real world.

Many entrepreneurs believe you can’t test new ideas. The reason they give is that people can’t predict what they’ll buy or endorse. While this is mostly true, what the entrepreneurs forget is that new ideas are tested all the time—as soon as they reach the marketplace. At this point the shortcomings are apparent and it’s too late to fix them.

The solution to this seeming paradox is to expose ideas to the marketplace before they’re launched. You can do this by approximating real-world ...

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