THE COMPANY-BUILDING FIELD NOTEBOOKRESEARCH EDITION / SEPTEMBER 2026
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READING PATHS / 01

Is the problem worth a company?

Trade a large promise for a small, testable question. Learn what an interview, a pilot and a market model can actually establish.

Conceptual editorial illustration for find evidence
Original AI-generated conceptual artwork · not documentary evidence

THE WORKING OUTPUT

An experiment brief with a named uncertainty, a test and a decision rule.

Interest, usability, purchase and repeat use are different observations. None is a universal certificate of product–market fit.

Open the decision tools ↗

A useful reading order

  1. Write the evidence test before the feature list

    Turn a product assumption into a bounded experiment with a real failure condition

    3 min read
  2. Interview the last real purchase, not the imagined next one

    Run customer interviews that reveal actual buying behavior instead of polite product feedback

    3 min read
  3. Build market size from a buying unit

    Construct a bottom-up market model with explicit assumptions and sensitivity ranges

    3 min read
  4. Run a concierge test without hiding the labor

    Learn through manual delivery while preserving customer trust and exposing true service economics

    4 min read
  5. Design a paid pilot that can end cleanly

    Structure a paid B2B pilot that tests value without drifting into indefinite custom work

    3 min read

Go back to the research

Read a primary-source record alongside it.