The Golden Rule of Validation: Get Paid Before Building and Save Yourself Years of Work

Dana wanted to revolutionize how horse owners got training, so she planned a sleek online platform. But with feedback from a mentor, she instead directly messaged her riding group, offering one-on-one sessions for a small fee—even before any materials were built. Three people paid right away. No website, no LLC, just a cash app and a text message.

Meanwhile, her friend spent weeks researching, tinkering on logos, and forming a business plan. Zero dollars came in, and she ran out of energy before ever testing if anyone cared.

Startups throughout the years echo the same theme: success begins with a paying customer, not with product perfection. Behavioral science describes this as 'skin in the game'—real payment signals commitment. It also applies 'rapid prototyping' from engineering: rough offerings tested under time pressure reveal what buyers actually want, not just what you think sounds good.

Choose any idea you’re excited about, and by tonight, send out a message, make a call, or have a chat with ten people who could use your service. Be upfront—'I’m just trying this out, will you prepay?' Don’t worry about perfection; your goal is three small payments, not 100% conversion. If you hit your target, celebrate and keep going. If not, pivot to a new angle or customer type, and keep testing fast. Either way, you’ll gain clarity, save months of busywork, and build real momentum. Try this on your next idea experiment.