The Really Good Idea Test™

In 7 steps, you will find out if your idea is worth pursuing by getting you to the heart of how people feel, think and are going to behave.

Get evidence. Make decisions. Move forward.

Get started with The Really Good Idea Test

Sign up to the ground rules! Get ready to meet your customers / users face to face; get objective; prepare to iterate & agree to make evidence-based decisions.

Step 1: Write Hypothesis

Find a new way to articulate your idea as a hypothesis, making it clear who you intend to create benefit for and what you are trying to achieve overall.

Step 2: Identify Risks

Identify the riskiest assumptions – where evidence is light and your guesswork could cause the whole idea to fail.

Step 3: Create Questions

Create interview questions that are designed to get honest, open and insightful evidence to reduce those risky assumptions. 

Step 4: Find Interviewees

Write a profile of the group(s) of people you need to interview and work through how you are going to find them.

Step 5: Measures & Targets

Find a new way to articulate your idea as a hypothesis, making it clear who you intend to create benefit for and what you are trying to achieve overall.

Step 6: Conduct Interviews

Brush up on behaviours, practices and tips on opening, closing and conducting the interviews to unlock the most relevant insights.

Step 7: Analyse & Decide

See tips on how to stay unbiased as you analyse the responses. Now you can make a confident decision about your next step with confidence!


Simple, practical, highly iterative & hands on with proven tools, templates & techniques to help you spring into action.


Complete your test in just a few weeks avoiding common pitfalls & get shorthand tips that have taken 25 years to learn!


This test works for big new ideas through to smaller hunches that could be about

  • Marketing campaigns
  • Brand development
  • Customer segments
  • Product / market fit
  • Product definition
  • Product roadmaps
  • New revenues
  • Value propositions
  • Finding partners