Book 01 · Concept Validation

Kill the bad idea before it costs you the house.

The one we give away — because the most valuable thing a broker can tell you is no, not yet. Category reality, margin math, and the honest runway conversation, before a dollar leaves your account.

• 01 Why "everyone loves it" is not a data point
• 02 Picking your category before your product — category chooses your margin ceiling
• 03 The margin stack: what retail price actually has to support
• 04 The four-question kill test
• 05 Founder honesty: how much runway this actually takes
• 06 What "national distribution" really means — and why it's the wrong first goal

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