Here is a mistake that I have made way too many times. 

I have this bright idea for a new product or service. I am so excited about it! But, I want to keep it a secret least someone would steal it from me. 

I work hard to implement it, test it, polish it. I am making sure it looks like how I imagined it. 

After months of effort, I finally launch…

… to crickets. 

There is no one out there who cares about my product or service, let alone steal it. 

The problem is that this is a selfish way to create a product or a service. You are choosing to work in a void in your head, and you are not doing it for an audience, so you never bother to ask for feedback or even ask if they need such a product. 

A better way is to test your assumptions before you spend any time building stuff. Building a useless product costs you time and money that you could have used to make something relevant and remarkable.

Testing can be as simple as saying this: 

“Here is what I am working on next. What do you think? Would you spend $100 for early access and an opportunity to give feedback on how I make it?”

Two things can happen:

• less than ten people signup for the early access: good! – you thank and refund everyone and let them know there is not enough interest to build the thing. Don’t skip the “thank you” part, as they are your biggest fans! And now you just saved time, money, and effort that you can put into testing the next idea.
• a lot of people signup – good! – the pressure is now on to build the thing, and you have feedback from people that will help you make it very relevant. You also get testimonials for the official launch date. Again, make sure to reward the early adopters for making this possible.