Book · ~250 pages

The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed

Alberto Savoia Paid Beginner

Savoia, who led early Google AdWords, argues most ideas fail because nobody wanted them, and teaches pretotyping: cheap experiments that generate your own data on real demand before you build. You get concrete tactics like the fake-door and the mechanical-turk test, plus a way to demand skin-in-the-game commitment rather than opinions. Practical for anyone who wants a test that can prove them wrong.

  • Collect your own data on real behaviour instead of trusting opinions
  • Pretotype the idea to test demand before you build a prototype
  • Measure commitments like a signup or a payment, not verbal enthusiasm
Open on albertosavoia.com ↗

It answers 15 questions

  1. What does 'validating an idea' actually mean?
  2. When is my product 'ready' to launch?
  3. Should I build an MVP at all, or can I validate without one?
  4. How do I get honest answers when the person I'm interviewing is a friend or someone in my network?
  5. How do I actually validate my idea with a no-code prototype before I sink weeks into building the real thing?
  6. What does a 'soft launch' actually look like, and is it just a cop-out for being scared to ship?
  7. I keep tweaking the landing page instead of launching. How do I tell polishing from procrastinating?
  8. I want to test my idea before writing any code. What actually is a landing-page or concierge MVP and how do I run one right?
  9. How do I test whether people will actually pay, not just say they like it?
  10. My co-founder and I keep debating two ideas and cannot agree, how do we decide?
  11. How do I validate an idea in an industry I have no background in?
  12. My co-founder wants a big coordinated launch, I want to just ship quietly and iterate. Who's right?

And 3 more across the hub.

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