When it comes to validating your idea, there are many ways to achieve by gaining market intelligence. Be it quizzing someone face to face, conducting an online research or gathering data from books. All of these are very direct and definitely the obvious way to gather intelligence. However, here, I want to share a concept about getting MI covertly.

It sounds a tad shady, but trust me, it’s really not! Let’s say, your startup is in the media publishing space. You’ve read all there is about it and questioned tonnes of people as well. The next step is to go covert. You need to find a place where publishing folks converge. Perhaps a publishing industry charity ball or dinner? It really doesn’t matter what it is as long as a major chunk of your target audience is present there.

Whilst you’re at this event or place, the next steps to follow are easy :

  1. Don’t introduce yourself as an entrepreneur. Makeup a title that doesn’t cause someone to raise their guard. I’d say I was a college student wanting to enter the publishing space.
  2. Start with a casual chat. Don’t tell the other person about your concept. Your job is to listen, observe and understand. What is their biggest issue? What’s making news in the industry? What’s the upcoming tech they like?

It sounds contradictory to most rules of interviewing, but I’d suggest you give it a go. You’ll gain some powerful and unique insights you’d have never got as a formal interviewer.




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How to conduct Gordian Validation

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