Ideas
A project, a business, a creative thread to pull on.
Ideas die quietly when they stay in your head. The point of this hour isn't to validate or kill the idea — it's to make it concrete enough that you can actually do something with it tomorrow.
An early business or product idea
You've been turning it over for weeks. You're not sure if it's a real thing or a distraction. You don't want to build for six months only to find out no one needs it.
How I can help
We'll sketch who the first user actually is, what problem it solves for them today, and the cheapest possible test you could run this week — a conversation, a landing page, a single offer to one person. The goal is one piece of real evidence, not a plan.
A creative project you can't start
The book, the album, the side project, the thing you keep almost beginning. The blank page is usually about scope, not motivation — the project is too big, too vague, or too tied to an outcome.
How I can help
We'll cut it down to something embarrassingly small — the first scene, the first sketch, the next 30 minutes of work — and figure out what's actually been stopping you. Most of the time it's not what you think.
Naming, positioning, or framing
You know what it is, but you can't describe it in one sentence — and so it sounds vague every time you talk about it. Naming is where most ideas quietly lose their power, because if you can't say it cleanly, no one else will either.
How I can help
We'll write the one-sentence version together, then test it: who does it exclude, what does it promise, what would someone misunderstand? You'll leave with a sentence that holds up under questioning — not just one that sounds good in your head.
A first experiment to run this week
You don't need a roadmap; you need one small piece of real-world evidence. A conversation with one potential user. A landing page with a sign-up button. A single offer made to a single person. The idea moves the moment something is in the world.
How I can help
We'll design the cheapest, smallest, most embarrassing test that would still teach you something honest. By the end you'll have one specific thing to do — with a deadline — that you could actually do this week.
Why it matters
An idea you never test stays an idea forever. The cost of one honest conversation is an hour; the cost of building the wrong thing in silence is months. This is the cheapest possible way to find out if the thing in your head can survive contact with the world.
Who it's for
Is this for you?
- You have a thing you keep almost starting
- You want honest feedback, not polite encouragement
- You'd rather find the weakness now than after launch
The hour
What to expect
- 01
10 min — you walk me through the idea in your own words.
- 02
20 min — pressure-testing: who, what, why now, why you.
- 03
20 min — finding the smallest possible first move.
- 04
10 min — picking one experiment to run this week.
Before
How to prepare
- No deck needed — a paragraph or a sketch is plenty
- Bring the messy version, not the polished pitch
After
What you leave with
You'll leave with a sharper one-sentence version of the idea, the riskiest assumption named out loud, and one cheap experiment you can start within a week.
Common questions
Good to know
- Will you sign an NDA?
- I don't usually — but everything stays confidential by default. If an NDA matters, just ask.
- I'm not technical / not a designer. Is that okay?
- Yes. Most good ideas start that way. We'll talk in plain language.
- Will you tell me if it's a bad idea?
- I'll tell you what I actually think — kindly, but honestly.