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 your riskiest assumptions – this is 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. 

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

Set measures and targets so you know what interview responses constitute evidence that reduces the risky assumptions.

Step 6: Conduct Interviews

Conduct a  comfortable and non-leading conversation where you unlock the most relevant insights & score your measures.  

Step 7: Analyse & Decide

Stay unbiased as you analyse the responses. Now make an informed decision about your next step & move forward with confidence!


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

You can complete your test in just a few weeks. Steer clear of common pitfalls using shortcuts that have taken 25 years to learn!


This test works for all sorts of ideas, from big ideas for new ventures to ideas for smaller initiatives. It is for those who have profit in mind as well as those interested in more altruistic goals. Here are some of the ideas that people have put to the test:

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