Praise is not demand: a practical scale to evaluate business ideas

“This is genius!” It can cheer up a team, but it doesn't reveal whether anyone will change their habits. When evaluating an idea, ask what cost the person is already willing to pay — in time, effort, risk or money — to solve the current problem.

Use an evidence scale

At the base are likes, compliments and hypothetical responses. They show attention but little about priority. Further up come small actions: asking for details, coming back to find out what's new or sharing the problem with someone.

Stronger signals involve verifiable effort: the person schedules a conversation, sends needed information, tests a flow, changes a process, or returns to complete a task. The most useful evidence depends on the decision you need to make; do not confuse an isolated action with market proof.

Observe what the person already sacrifices

Investigate improvised solutions: parallel spreadsheets, repeated messages, manual labor, accepted delays, or combined tools. Each contour reveals a priority and also the standard that your solution needs to overcome.

Then design a next small step. Instead of asking if someone would “buy it one day,” invite them to test an actual step. The test should be simple, reversible, and related to the behavior your hypothesis predicts.

Also record negative signs

If the person doesn't complete the step, find out where they left off and why. If the problem appears rarely or the current alternative works well, this also guides the decision. Don't turn any answer into confirmation just because it's your idea.

Strong evidence is not necessarily big or expensive. It is a behavior that directly connects to the hypothesis and can be observed without putting pressure on the participant.

Frequently asked questions

Does pre-registration prove demand?

It proves that someone agreed to leave a contact in that context. Does not guarantee use, priority or permanence; follow what the person does next.

Can a positive conversation be helpful?

Yes, to understand vocabulary, context and doubts. Just don't use enthusiasm as a substitute for behavior.

How to compare different signals?

Relate each signal to the hypothesis you want to test, the effort required to carry it out, and what would make you update your decision.

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