Evergreen reference for the questions founders keep coming back to. Validation, customer discovery, decision frameworks. No fluff, no chronology — just the parts that matter.
The 3 questions every validation must answer, 5 methods compared, 5 common mistakes, and the modern 30-minute shortcut.
Read guide →Rob Fitzpatrick's book in 10 minutes — the 3 rules, what good questions look like, the compliments to ignore, and how to practice.
Read guide →Steve Blank's framework for figuring out whether your idea will work — before you build it. The 4 phases, the 5 steps, common mistakes.
Read guide →The 7 criteria, the meeting structure, the common mistakes, and how to apply Go/No-Go to startup launches and pivot decisions.
Read guide →How to size your market without making numbers up. Real examples, common mistakes, and a free interactive calculator.
Read guide →How to recruit, run, and synthesize customer interviews. 30 tested questions organized by intent, plus the 5 that always lie.
Read guide →VoC for founders and small teams. The 4-layer framework, 8 data sources, the metrics that matter, and a 90-day quick-start.
Read guide →Christensen's framework for why customers buy. The milkshake story, the 4 forces of switch, and the switch-interview format.
Read guide →How to plan, recruit, run, and synthesize user interviews. The 5 types, the 60-min structure, recruiting channels, and tools.
Read guide →Ash Maurya's 9-box template for early-stage hypotheses. Lean Canvas vs BMC, fill order, worked example, Build-Measure-Learn.
Read guide →Looking for shorter reads?
Opinions, deep dives, and what we learn building GoNoGo. Updated regularly, posts are dated, and we link back to these guides where relevant.
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