Stage 1: Identify
Find real pain worth solving. Earn proof that the problem exists before you build anything.
The promise of this stage
By the end of Stage 1, you should have 3 validated ICP-problem pairs with evidence notes. That is the raw material for everything that follows. If you cannot name the buyer and the pain, you are still guessing. This stage is how you stop guessing.
You do not need a perfect idea to begin. You need proof that real pain exists. Stage 1 is where you earn that proof. It moves you from intuition to evidence.
What You Will Build
Friction Inventory
20 friction items and top patterns
Customer Truth Notes
Proof of past behavior and spend
ICP Definition
Buyer map, access path, decision context
These are not essays. They are working tools you will use in Stage 2.
The Three Modules
Each module builds on the last. If Module 1 is weak, Module 2 turns fuzzy. If Module 2 is vague, Module 3 becomes guesswork. Do them in order.
Stage Rules
Keep it honest
- Evidence beats opinions. Past behavior beats future promises.
- Avoid pitching. When you pitch, you poison the signal.
- You are allowed to be wrong. You are not allowed to skip the evidence.
- If the pain is weak, narrow the problem or walk away.
Clarity is not a feeling. It is a trail of proof.
Quick Reference
1. A buyer has tried to fix the problem before.
2. The pain has a visible cost in time, money, or risk.
3. The buyer can be reached this month without magic.
No signals? Pause and fix the gap.
1. One friction scan in a single sitting
2. 5 to 8 interviews over two weeks
3. One buyer map draft, revised after evidence
Surface truth, not polish.
Common traps
- Falling in love with the first idea
- Treating compliments as proof
- Interviewing people who are not the buyer
- Chasing edge cases instead of repeated pain
- Writing a pitch instead of listening
What to ignore for now
Feature lists, product names, technical build choices, pricing debates, marketing channels, fundraising. Those decisions depend on evidence you do not have yet.
What Success Feels Like
By the end of this stage, your idea should feel smaller and sharper, not bigger and fuzzier. You should be able to:
Explain the pain in one sentence
Name the buyer without hesitation
Show proof the pain is real
If you are starting without an idea, that is normal. The friction scan will surface repeated pain. The idea emerges from the evidence, not the other way around.
Evidence first, always.
Begin Module 1: Friction Scan