TL;DR: Validation is proving two things in order: (1) a real, recurring problem exists, and (2) people will pay to solve it. Use evidence to do the first cheaply, then use a real commitment — money, a pre-sale, a paid pilot — to do the second. Don't build until you've done both.
Step 1 — Start from a problem, not a solution
The most common failure is building a clever solution to a problem nobody urgently has. Flip it: start with evidence that a problem is real and recurring.
Look where people already complain — forums, app store reviews, GitHub issues, support threads. You're looking for the same frustration showing up repeatedly, ideally across more than one platform. A pain-point database like PainHunt compresses this step: it collects complaints across 24 platforms and ranks them by commercial potential, so you can spot recurring, monetizable problems fast. (More on the method in the pain point research guide.)
Step 2 — Check intensity and frequency
Not all problems are worth solving. Ask two questions:
- How intense is it? A mild annoyance won't move people to switch tools or open their wallet. Look for language like "this is breaking my workflow" or "I've tried everything."
- How often does it recur? A one-off problem is a bad business; a daily one is a good one.
Strong signals: people are already paying for clumsy workarounds, stitching together multiple tools, or asking "is there anything that does X?"
Step 3 — Talk to five people who have the problem
Numbers find the problem; conversations explain it. Find five people who clearly have the pain and ask about their last experience with it — not your idea. "Tell me about the last time this happened" beats "would you use my product?" every time.
You're listening for: how they currently solve it, what it costs them, and how hard they've already looked for a fix.
Step 4 — Run one real demand test
This is the step founders skip, and it's the one that matters most. Pick a test that requires a genuine commitment:
| Test | Commitment it proves |
|---|---|
| Landing page + email waitlist | Mild interest |
| Pre-order or deposit | Willingness to pay |
| Paid pilot / concierge MVP | Real money for real value |
Interest is cheap; commitment is the signal. If you can't get anyone to commit, that's the cheapest "no" you'll ever buy.
Step 5 — Decide, then build (or move on)
After steps 1–4 you'll have one of three outcomes:
- Evidence + commitment: build the smallest version that delivers the value.
- Evidence but no commitment: the problem is real but you haven't found the willingness to pay — adjust the offer, segment, or price.
- Neither: move on. You just saved yourself months.
The whole loop should take days to weeks. To start at step 1 with your own idea, run it through the Idea Validator. Not sure where ideas come from yet? Read where to find SaaS ideas.