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 dozens of 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. If you would rather compare the software first, we keep a running list of the best startup idea validation tools.