one flowfirst
The offerTwo weeksFixed scope. Fixed price. The bar agreed before the build.

Is your idea worth building?

In two weeks you own the one part that matters most, built for real, and a bar agreed before anyone sees it.

One flow first. Nothing else yet.

Tell me about your idea

Twenty minutes. You'll get a straight read on whether this fits, either way. Not sure yet? See who this works for

20 yearsDeciding what to build, and what to cut.
9 appsBuilt and shipped in the last few months.
2 weeksFrom an idea in a doc to something real to test.
FigureThe shape of itMost of what you could build never needed building.
Everything you could buildEvery feature, every version, every direction the idea could take. PlausibleThe ones that survive a hard look at the customer and the money. Worth testingFew enough to put in front of real people at all. The one that decides itBuilt for real, tested against a bar you set in advance.
OneThe bindMost ideas die of the wrong question, not the wrong code.

The scary part isn't building it. It's building the wrong thing.

Your idea has probably been sitting in a doc for a while. Not because you're lazy, but because committing real money to it feels like a leap and you can't quite see where you'd land.

That instinct is right. Most ideas don't fail because nobody could build them. They fail because someone spent months and a pile of money before finding out that nobody wanted the thing that got built.

TwoAfterThe difference between hoping and being able to find out.

In two weeks, guessing turns into something you can test

Instead of a doc full of hope and a knot in your stomach, you have something real in your hands and a bar you agreed to before you saw a single result.

You can walk into a room and show it, not describe it. And when you put it in front of real people, you already know what a good result looks like, so the answer can't quietly become whatever you were hoping for.

If it's a go, you know exactly what to build next. If it's a stop, you kept your money and a year of your life.

ThreeMethodThree steps. The first one can end the project, cheaply.

Three steps, start to answer

Step one

Find out if it's worth building.

You bring the idea. Together you find the one thing that has to be true for it to work, and you get a straight call. If there's a fatal flaw, you find it here, cheaply, before anything gets built.

Step two

Get a real version of the part that matters.

One working flow that real people can actually use. Not a mockup. Something you can put in front of users.

Step three

Test it and decide, with a clear rule.

The bar gets set inside the two weeks, before anyone sees the build. The sessions themselves run when your people are actually free, and the playbook tells you exactly how. Or they can be run for you.

See how it works in detail

FourProofNot theory. Things that run.

Nine apps, and what each one taught me

These were built for real ideas, with the same tools and the same speed you'd get. What matters isn't that they work. It's what got cut to make them work.

Slate

A booking page for independent physios who ran everything through WhatsApp.

What I'd killThe week view. Four days of work, used by two of ten people.

[APP NAME 2]

[ONE LINE]

What I'd kill[WHAT I'D KILL]

[APP NAME 3]

[ONE LINE]

What I'd kill[WHAT I'D KILL]

See the full thinking behind them

FiveFitTwo lists. Ten minutes of questions settle which one is yours.

Who this works for

This fits if

  • You have an idea you believe in but can't build yourself.
  • You'd rather hear a hard truth early than a comfortable one late.
  • You're ready to put something in front of real people in the next month or two.

This probably isn't it if

  • You already know exactly what you want built and just need hands.
  • You need a finished, scalable product rather than something to learn from.
  • You'd rather not hear that the idea has a problem.

No hard feelings either way.

SixSaid out loudThe three things people think and rarely say.

You might be thinking

"What if it's a bad idea and I find out too late."

You find out first, before anything gets built.

"I'm not technical. I won't understand what's happening."

You don't need to be. You'll get it explained clearly enough to decide with confidence.

"I don't want to be talked into a build I don't need."

You won't be. You'll get an honest answer even when the honest answer is no.

NextStep oneTen minutes of questions, then a reply from a person.

Let's find out if your idea is real

Ten minutes of questions, in your own words. Then a straight read on whether this fits, from a person who read them. No pitch, no pressure, and the answers are yours to keep either way.

Tell me about your idea

Here it is. It’s yours either way.

Nothing has been sent yet — this site has no server to send it to, and a form that says “sent” when it means “discarded” is worse than no form. Copy it or open it in your mail app, and it reaches me the moment you hit send. Keep a copy either way: the answers are more use to you than they are to me.

  1. A few questions about your idea.

    About ten minutes if you take your time. There are no right answers and none of this is a test — a rough answer is more use to me than a polished one.

    Only the idea and your email are needed. Skip anything you’d rather say out loud. It saves as you go, so you can close this and come back. Nothing leaves your browser until you choose to send it at the end.

  2. One or two sentences. Rough is fine — this is not a pitch.

    A sentence is enough, but it needs to be a sentence.

  3. Not everyone. The narrower you can make this, the more useful the two weeks are.
  4. Whatever you’d be replacing, even if it’s a spreadsheet, a WhatsApp thread, or nothing.

  5. This is the one the two weeks gets built around.

    The one thing that, if it turned out false, would make the rest pointless.

  6. Halfway. Now the useful part.

    It’s usually not the part that’s hardest to build.

  7. This one does the most work.

    A number, a behaviour, anything you could actually watch happen.

  8. An honest answer here is worth more than a polite one.

  9. A doc, a note, a conversation you keep having.
  10. A date, a competitor, money running out, a person waiting on you. Or none.

  11. Nearly there. Pick what is true today.

    What do you want out of the two weeks? Optional

  12. Last one.

    Where should I send my reply?

    I read every one of these myself. No scoring, no auto-reply, nothing in between.

    Please add your name so I know who I’m talking to.

    Please enter an email address I can reply to.

Your answers stay in this browser until you send them, and are used to reply to you about this call and nothing else. No list, no sequence.