What Changed My Mind About Idea Filters

I used to pick by enthusiasm. Whatever idea was loudest in my head won. Three failed launches and most of my savings later, I changed my mind.

What Did Not Change My Mind

The launches themselves. I rationalized each. The first because the timing was wrong. The second because pricing was wrong. The third because the audience was wrong. They were all the same problem: I never filtered.

What Did

An advisor watched me describe four ideas and asked, for each, "name three buyers." I could not. For one, I could. I built that one. It worked.

The Realization

Enthusiasm is not signal. Named buyers is signal. Adjacent spend is signal. Weekly pain is signal. Enthusiasm is just noise on top.

What I Do Differently Now

• Three named buyers before any commitment.
• Outside reviewer required.
• Filter before any code.