THE METHODOLOGY
Speed without judgment is just faster failure
We do both.
Hidden costs of the traditional approach
Traditional Approach
- •6-12 months building before customer contact
- •£50k+ invested in assumptions
- •Emotional attachment prevents killing bad ideas
- •Pivot cost = start from scratch
- •Kill cost = sunken costs + months lost
Decision-First Approach
- 60-minute assessment before any build
- Zero financial investment required
- No emotional attachment possible
- Pivot cost = near zero
- Kill cost = near zero
The PROCEED / STOP / HOLD Framework
PROCEED
Clear pain with consequences. Target customer defined. Realistic pricing. Evidence of demand.
Next actions: Specific steps, build scope, risk mitigations.
STOP
Vague pain. No willingness to pay. No clear target. Missing evidence.
Next actions: Kill reasons, what to try instead, why this won't work.
HOLD
Mixed signals. Some promise but critical gaps. Needs more evidence.
Next actions: Required evidence, questions to answer, criteria for decision.
Philosophy
Speed is not about impatience. Speed is about freedom.
The faster you can decide STOP, the faster you can find something worth building. The faster you can decide PROCEED, the less time you waste.