Before You Build It, Ask: Who’s Really Buying?

Starting a business is exciting—no doubt about it. You get the spark of an idea, your brain runs wild, and suddenly you’re imagining websites, logos, and late nights building something amazing. But here’s the real question: have you found even ten people who’d actually pay for it?

That might sound small, but those first ten matter more than the next thousand. If you can’t convince a handful of people to commit with their wallets, why assume the masses will?

Too often, entrepreneurs jump straight into building—quitting jobs, burning savings, and pouring in time—without ever asking customers to prove they’re serious. And here’s the truth: encouragement from friends, family, or even colleagues isn’t the same as market validation. Your mom cheering you on is wonderful, but it won’t keep the lights on.

“But I’m the Customer Myself”

Lots of founders start with the idea of “scratching their own itch.” That’s fine for inspiration, but dangerous as a strategy. You’re not your market. Your habits, resources, and motivations aren’t identical to your future customers’. If you stop at “I’d use this,” you’re betting the whole business on a sample size of one.

Why Ten Customers Is the Real Test

Think of it this way: if there are “millions of potential customers,” then finding ten should be easy. Those first ten prove you’re solving a real problem and that people don’t just like your idea—they’re willing to exchange money for it. Businesses grow one customer at a time: one, then ten, then a hundred. But most never get past ten because they never ask.

Common Excuses (and Why They Don’t Hold Up)

• “I need to build it first.” No, you don’t. If people can’t get excited about your concept without a shiny demo, it might not be compelling enough.

• “I’m bad at sales.” Then this is the perfect time to practice. Selling isn’t optional—it’s survival.

• “My friends love it.” Great. But your dentist’s encouragement doesn’t pay the bills. Only customer commitments do.

A Better Approach

Instead of rushing into code, designs, or inventory, focus on reducing the biggest unknown: customer demand. Reach out. Ask. Listen. Don’t aim for statistical perfection; aim for ten solid “yes” answers. Ten people ready to pay is infinitely more valuable than a hundred people saying “cool idea.”

Because at the end of the day, your business isn’t built on inspiration, encouragement, or even the product itself—it’s built on real people willing to buy.