45-second read
If you’re thinking about testing new verticals or markets to sell your product into, don’t waste time doing market analysis and UX research calls with target buyers. Just go to market with your offer.
Three things will happen when you take this approach:
Speed. Money. Truth.
Speed: You will get the answers you’re seeking fast and in real-time. This feedback will continually inform your go-to-market strategy and offering in these new markets—giving you a better shot at finding product-market fit.
Money: There’s a good chance that even if you don’t ultimately find product-market fit in a new market, you will inevitably sell something by going to market and pitching real buyers. Personally, I’d rather learn while making money than learn before making money.
Truth: The market doesn’t lie. Real buyers don’t lie. But friendlies and ICPs who aren’t in a real buying process do. Jump into the deep end. You will shorten your learning curve exponentially.
I’ve taken both approaches this year. I quickly dropped the research → findings → presentation path and just went to market in new verticals. It worked so much better. I stopped wasting time on guesswork and focused on the quickest path to information, money, and ultimately, decision-making.
For those who are used to the long process of doing research, analysis, and presenting decks filled with findings up the chain before going to market, this approach will sound scary as hell.
But in my experience, going straight to market will get you answers fast. You’ll spend far less money getting those answers. And you’ll sell along the way.