Find evidence
Write the evidence test before the feature list
An experiment brief forces a team to name what could prove an idea wrong before build momentum makes every result look encouraging.
3 min · Practical guide
20 NEW PRACTICAL GUIDES / PREPARED 19 SEPTEMBER 2026
Research you can
make a decision with.
Specific questions, worked examples and reusable methods. These guides develop the original notebook with newly checked primary sources—not a promise that one playbook fits every company.
Choose a guided reading path →20 guides
Find evidence
Interview the last real purchase, not the imagined next one
A behavior-based interview follows a recent buying episode, including people who chose a rival, delayed, improvised, or did nothing.
3 min · Practical guide
Find evidence
Design a paid pilot that can end cleanly
A credible pilot names the buyer, live scope, acceptance evidence, conversion decision, and exit work before implementation begins.
3 min · Practical guide
Find evidence
Run a concierge test without hiding the labor
Manual delivery can expose the real workflow, but only if the customer knows what is manual and the founder counts every minute required to deliver it.
4 min · Practical guide
Find evidence
Build market size from a buying unit
A bottom-up market model starts with a countable buyer, a purchase frequency, and a defensible reachable share—not a giant category headline.
3 min · Practical guide
Earn customers
Choose the first customer segment by constraint, not charisma
Segment prospects by trigger, workflow, buyer, and budget path, then make the weighting judgment visible instead of declaring an intuitive ICP.
3 min · Practical guide
Earn customers
Measure onboarding to first value
Define one observable value event, preserve its meaning, and compare signup cohorts instead of celebrating completion steps that predict nothing.
3 min · Practical guide
Earn customers
Build a founder sales pipeline that records rejection
Use buyer-verified stage exits, dated next steps, stall reasons, and losses so the CRM becomes a learning system instead of a hope inventory.
3 min · Practical guide
Earn customers
Choose the pricing unit before the price
Seats, usage, and outcomes distribute risk differently; select the unit that tracks customer value, supplier cost, and buyer control before debating the number.
3 min · Practical guide
Earn customers
Run a channel test with a stop rule
A bounded acquisition test names the audience, offer, spend cap, conversion event, and kill condition while admitting what attribution cannot prove.
3 min · Practical guide
Read the economics
Retention With the Cohort Intact
A small operating sheet for separating logo retention, gross revenue retention, and net revenue retention without letting new sales repair the past.
3 min · Practical guide
Build the operating system
Write the Vendor Exit Plan Before You Need It
Map dependencies, exports, credentials, restore tests, and substitution time without turning the exercise into a SaaS price catalog.
3 min · Practical guide
Build the operating system
Security Evidence for a First Serious Buyer
Assemble truthful proof of access control, backups, incident ownership, and vendor handling before a questionnaire becomes a fire drill.
3 min · Practical guide
Read the economics
Cash, Inventory, and the Next Order
A physical-product worksheet for deposits, landed cost, returns, reorder timing, and the cash trough hidden inside growth.
4 min · Practical guide
Keep your options
Funding Fit Before the Pitch
Match the use of capital to repayment capacity, ownership cost, control, evidence, and timing before choosing a fundraising story.
4 min · Practical guide
Keep your options
Prepare for Diligence Without Selling the Company
Keep a small evidence room for financing, partnerships, insurance, and resilience without staging a permanent acquisition process.
4 min · Practical guide
Read the economics
Acquisition Payback With Real Costs
Build a payback model that includes people, margin, and sales lag before a cheap-looking channel earns another dollar.
3 min · Practical guide
Read the economics
Revenue Is Not Cash
A twelve-month subscription schedule that keeps signature, invoice, collection, and earned revenue in separate columns.
3 min · Practical guide
Build the operating system
Put a Hiring Gate Before the Offer
Turn a loud bottleneck into a capacity case, then price the full commitment before opening a role.
4 min · Practical guide
Build the operating system
Cofounder Decision Rights That Survive Disagreement
A small operating register for ownership, consultation, deadlines, dissent, and review—without pretending to rewrite corporate authority.
3 min · Practical guide
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