Understand the people behind the metrics.
Find out what they are trying to do and where their experience falls short.
THE BOOK / JOSHUA AJIEH
Stop Building, Start Validating.
A practical guide to finding what people actually want when you've built a product and traction hasn't followed.
WHY THIS BOOK
Clarity before your next big bet.
Founders are often told to move fast. This book helps you slow down long enough to understand which problem deserves your next move. Follow a relatable founder journey, practical questions and simple exercises to examine customer behaviour, product value, retention and distribution.
You'll leave with a clearer way to separate assumptions from evidence—and a better basis for deciding whether to build, change, scale or stop.
WHAT YOU'LL WORK THROUGH
Test the questions that matter.
Replace compliments and opinions with observable behaviour and commitment.
Look beyond acquisition.
Examine activation, return visits, positioning and distribution together.
Choose a practical next move.
Decide what to change, what to keep testing and when it is time to stop.
PLANNED FORMATS
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