Two-Priority Product Focus

A framework for validating new business ideas by focusing only on two core priorities while actively avoiding everything else.

The Two Core Priorities

• Priority 1: Validate if people want the product

  • Pre-sell or get commitments before building
  • Talk to potential customers
  • Trust your gut instinct
  • Test if people "love it" vs just "like it"

• Priority 2: Establish repeatable customer acquisition

  • Figure out where first 10 customers will come from
  • Determine path to first 100 customers
  • Validate if customer acquisition method is sustainable
  • Test if marketing channels actually work

What to Actively Avoid

• Raising money
• Company culture
• Hiring
• Corporate structure
• Naming
• Branding
• Package design
• Everything else besides the two priorities

Key Implementation Principles

• Must be "brutal" about focusing only on these two things

  • People naturally gravitate to easier, less important tasks
  • The two priorities are "embarrassing hard stuff"
  • Need to actively avoid other activities, not just postpone them

• Don't assume you're the exception

  • Most should not skip validation steps
  • Dangerous to think you're a "product visionary genius"
  • Even with past success, focus on core validation

• Signs of doing it wrong

  • Hiring CEO coaches with just 2 people
  • Focusing on culture before product
  • Moving sideways instead of forward
  • Doing everything except the two priorities