dream
Fake-door and concierge tests
Two ways to learn whether people will act before you build: a page for a feature that does not exist, and a service you deliver by hand. With an honesty note.
Insights / Dream
Dream desk
Decide what to build, and whether to build it, before any code exists.
Dream is the survey stage: the work you do before a team is hired and before a line of code is written. The mistakes made here are the most expensive ones, because they are invisible. A founder who skips the problem brief, trusts friendly interview answers or sizes a market from a top-down report can spend a year building something nobody asked for and never see the warning.
The articles on this desk are practical and ordered. Ask whether the idea is a business or only a feature. Map the alternatives your customer already uses. Interview customers without collecting false encouragement, and test honestly. Size the market from the bottom up. Decide in advance what would make you stop. Then write the problem brief, so that everything built afterwards can be checked against it. Each piece names its public sources and says what it cannot tell you.
- Dream 7 articles
- Build 11 articles
- Grow 6 articles
- Fundable 8 articles
- Starting out 14 articles
- Funding and capital 13 articles
- Legal and company basics 8 articles
- Team and hiring 9 articles
- AI-native building 9 articles
- Go-to-market 10 articles
- Pathways 12 articles
- Business models 8 articles
- Sectors 8 articles
- Operations and wellbeing 11 articles
Show the figures as a table
| Desk | Articles |
|---|---|
| Dream | 7 |
| Build | 11 |
| Grow | 6 |
| Fundable | 8 |
| Starting out | 14 |
| Funding and capital | 13 |
| Legal and company basics | 8 |
| Team and hiring | 9 |
| AI-native building | 9 |
| Go-to-market | 10 |
| Pathways | 12 |
| Business models | 8 |
| Sectors | 8 |
| Operations and wellbeing | 11 |
Illustration: World Enterprise Group Incorporated, drawn at build time from the articles published on this site.
Dream
0 min3 min5 min8 min10 min
Each dot is one article; the amber mark is the desk’s median.
Show the figures as a table
| Group | Article | Reading time |
|---|---|---|
| Dream | Fake-door and concierge tests | 6 min |
| Dream | Kill criteria: deciding in advance when to stop | 6 min |
| Dream | Mapping the alternatives a customer already uses | 6 min |
| Dream | Bottom-up market sizing for a first SaaS | 6 min |
| Dream | Customer discovery interviews without false positives | 6 min |
| Dream | Is your SaaS idea a business or a feature? | 6 min |
| Dream | Write the problem brief before the code | 5 min |
Chart: World Enterprise Group Incorporated, counted at build time from the articles on this desk.
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dream
Kill criteria: deciding in advance when to stop
How to write down, before you start, the evidence that would make you stop, change direction or continue, and why that decision belongs to your calmer self.
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dream
Mapping the alternatives a customer already uses
A method for listing everything a customer does today instead of buying your product, from spreadsheets to doing nothing, and reading the gaps honestly.
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dream
Bottom-up market sizing for a first SaaS
Size a market from countable customers and a defensible price, using public business counts and explicit assumptions instead of a borrowed top-down figure.
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dream
Customer discovery interviews without false positives
Run customer interviews that surface real behavior and commitment instead of polite encouragement, with a question set and a way to log what you hear.
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dream
Is your SaaS idea a business or a feature?
Six tests to run before you build, to find out whether your idea can stand alone as a company or only works as a capability inside someone else's product.
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dream
Write the problem brief before the code
A one-page problem brief makes a team agree on who has the problem, what it costs and what done looks like before design or engineering begins.
Start a readiness review
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A short PDF of the charts and sources, sent by email to the address you give.
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