Stop Waiting, Start Testing
"Do not wait; the time will never be ‘just right.’ Start where you stand, and use whatever tools you may have at your command, and better tools will be found as you go along" — Napoleon Hill
I came across this quote while reading Brian Tracy’s Eat That Frog, a book about tackling your most important tasks first. It resonated with me, but not in the way you’d expect.
I’ve always been the kind of person who wants things to be perfect before taking action. The right timing, the right setup, the right product, the right people. Starting where I stand? That feels like going against nature for me. However, after a few failed startup attempts, I learned the hard way: waiting for the right time is a recipe for disaster.
Lessons from My (Failed) Startups
Take my first attempt: I spent weeks setting up a website to help digitalize B&Bs, obsessing over colors and copy. Only to realize that my target customers wouldn’t find me online in the first place because (A) they were too busy working, and (B) they hardly spent any time online.
Or take my attempt at an app for shared resource planning: I taught myself to code, built a fully developed app... and then realized no one actually wanted it. I never tested the market. I just assumed people needed it and built it in a vacuum. No surprise, paying customers never showed up. 🫠
Then there was my “shit gifts” business. A literal gag gift. I thought it was hilarious, so I set up a Shopify store, printed stickers, ran ads, and waited for sales to roll in. Friends found it funny and were interested. Did I ask anyone if they’d actually pay for it? Nope. Again, flop.
But sometimes, luck steps in. Like when I drove to Friesland to pick up a covered wagon on a hunch that people might want to sleep in it at my B&B. And guess what? They did, and they loved it!
The Missing Piece: Validation
Looking back, I ignored what countless books, podcasts, and even a bootstrapping course in university had been trying to tell me: validate first, build second. Maybe I was too naive. Too optimistic. And definitely too focused on the product rather than the market.
Now, I approach things differently. While I’m still figuring it out, these steps have helped me avoid more mistakes. Before I invest time (and money) into an idea, I run this simple test:
Research the basics: What’s the price? What are my costs? How many do I have to sell to reach my target monthly number in profit?
Ask my network: Friends, family, colleagues. I tell them what I’m trying. Are they interested?
Get real commitment: If they say yes, I send them a payment link immediately. Interest is easy. Paying is proof! And I’m upfront about when they can expect it.
Use pre-sales to fund the idea: Once I’ve gathered enough, then I start procuring resources.
Collect feedback and iterate: This way, demand can be tested before spending a dime.
If things don’t work out this way, no biggie. You’ve spent some hours researching and fantasizing about the fabulous life of an entrepreneur. Now you can move on and try the next thing on your list.
Another Way to ‘Test Before You Invest’
I recently heard Daniel Priestley share a clever validation method on his podcast: running 100 different Facebook ad titles and only pursuing the one that gets clicks. If people show interest in the ad, ask them to leave their email on a waitlist. This way, they were able to test which book title would work best and build a list of people interested in the book. It’s simple, scalable, and data-driven and can also be used to test which variations of your product work best.
This method is similar to A/B testing, where growth engineers run two website versions to see which button color converts better for example. If you already have a functional product with market fit, A/B testing and making small tweaks is ideal. But if you’re still unsure about product variations, Facebook ads are a better way to gauge what’s worth investing in.
The Takeaway
Before diving in, figure out the actual costs and break them down. How much do you need to make it worthwhile? Set a revenue target, divide by your profit per unit, and see if the numbers add up. If they do, great! Test demand before you invest. If they don’t, it’s back to the drawing board. ✏
Waiting for the “right time” has killed more ideas than failure ever could. Start where you stand, test early, and let the market tell you what’s worth pursuing and what’s not.
Now, I'd love to hear from you. What past lessons have helped shape your approach today? Or…
What small thing can you do to test your ideas right away?