Send your first cold DMs to validate demand

A cold DM is the fastest way to find out if real people will pay for your idea — faster than building a landing page, running ads, or writing content.

1. 1
   Find 30 people who match your target customer profile on LinkedIn, Twitter/X, or in a relevant Slack or Discord community. Look for people who have recently posted about the problem you're solving. Copy their names and profile URLs into a simple spreadsheet with columns: Name, Platform, URL, Status.You have 30 rows in your spreadsheet, each with a real person's name and profile link.
2. 2
   Write your DM using this exact formula — adapt the words but keep the structure: 1. One sentence showing you know who they are (reference something specific from their profile or posts) 2. One sentence naming the exact problem 3. One sentence describing what you're building — no hype, no adjectives 4. One question asking if the problem is real for them Do not include a link. Do not pitch features. Do not say 'I'm building a startup'.You've written a draft DM that is 4 sentences or fewer. Read it aloud — if it sounds like marketing copy, rewrite it.
3. 3
   Send your first 10 DMs. Use the platform where your targets are most active. On LinkedIn, send connection requests with a short note (300 character limit — trim your message). On Twitter/X, send a DM if they follow you, or reply to their public tweet to start a conversation.10 DMs sent. Your spreadsheet shows 'sent' status for 10 rows with the date.
4. 4
   Wait 48 hours. For anyone who didn't reply, send one follow-up: 'Just circling back on this — totally fine if not the right time.' Then wait another 48 hours and move on.After 4 days, every row in your spreadsheet is marked either 'replied' or 'followed up once'.
5. 5
   For every reply, move to a short 20-minute call. Use the customer-interview-script guide for what to ask. The DM's only job is to get the call booked — don't try to validate via DM.

Hi [Name],

Saw your post about [specific thing they said about the problem] — I'm working on something directly related.

I'm building a tool for [their job title / role] that [one-sentence description of what it does, no buzzwords]. Still in early validation, so no product to show yet.

Would you be open to a 20-minute call this week to tell me if I'm solving a real problem? Happy to share what I learn from others in exchange.

Run a customer discovery interview

A customer interview investigates recent behavior and workarounds. It provides evidence to assess, not proof that someone will buy.

1. 1
   Open your prepared script and a notes document. Ask permission before recording; if the person declines, take notes instead.Notes doc is open. Recording is set up and tested before the call starts.
2. 2
   Start with context, not your product. Spend the first 5 minutes on: 'Tell me about your role and what your day-to-day looks like.' 'Walk me through the last time [the problem] came up for you.' Let them talk. Do not interrupt. Take notes on the words they use — you'll use these exact words in your landing page copy later.You've listened for at least 5 minutes before mentioning your idea.
3. 3
   Ask the 3 critical questions in order: 1. 'How are you handling this right now?' (Understand the workaround — this reveals pain level) 2. 'What's the most frustrating part about that?' (Find the emotional hook) 3. 'Have you ever paid for anything to solve this? What did you try and why did it fail?' (Reveals budget and competitive landscape) If they answer vaguely, follow up with: 'Can you give me a specific example from the last month?'You have written answers to all 3 questions for this person.
4. 4
   Ask what they currently spend on the workaround, who approves purchases, and what would be needed to try an alternative. If appropriate, offer a concrete pilot next step. Record interest separately from an actual commitment.Current spending, buying constraints and any agreed next step are recorded.
5. 5
   Ask whether they want a follow-up and whether someone else with this workflow would be appropriate to interview. Respect a refusal; an introduction is not required to finish.Follow-up permission and any offered introduction are recorded.

Hi [Name],

Thanks for being open to chatting. I've scheduled 20 minutes here: [Calendly link]

All I want to do is hear about how you currently handle [problem] — no pitch, no product demo. I'll share a summary of what I learn from everyone.

If the time doesn't work, just reply and we'll find another slot.

Make the go/no-go decision on your idea

Review the evidence and choose a bounded next investment, a revised test, or a pause. Completing interviews does not validate a business.

1. 1
   Summarize recent problem examples, current workarounds, observed costs, buying constraints and concrete pilot commitments. Include refusals and contradictory evidence. Separate what you observed from what you inferred.Table is filled in with real numbers from your interviews.
2. 2
   Compare the results with the decision rule you wrote before the test. Do not introduce a universal pass percentage or count of people who say they would pay. If you had no rule, acknowledge that limitation and pre-commit a rule for the next test.Your recorded decision distinguishes observed evidence, your test rule and remaining uncertainty.
3. 3
   If you get the green light: write down your riskiest assumption. It's the single thing that, if wrong, kills the business. Common ones: 'People will switch from spreadsheets even though they're familiar with them' or 'Companies will let us integrate with their CRM'. Your first build sprint must prove or disprove this assumption.You've written one sentence: 'The riskiest assumption is ___'.
4. 4
   If you don't get the green light: identify what changed. Was the problem real but the target market wrong? Was the market right but the solution not worth paying for? Use this to pivot, not abandon. 'Same problem, different buyer' is often the fastest pivot.You've written one sentence: 'The reason we're not proceeding as-is: ___' and one sentence: 'What we'd change: ___'.
5. 5
   Record proceed, revise or pause, the evidence supporting it, your maximum next investment of time and money, and the next review point. A small pilot tests the remaining assumption; it does not prove the whole business.The decision doc exists. It has a date, evidence summary, and a specific success metric.

DECISION: [PROCEED / REVISE / PAUSE]
Date: [today]

Evidence:
- Interviews completed: ___
- Recent examples and current workarounds: ___
- Buying constraints and concrete pilot commitments: ___
- Refusals and contrary evidence: ___

Riskiest assumption we're carrying into build:
[Write one sentence]

Pre-committed rule and what the results showed:
[Your test rule, not a universal benchmark]

Maximum next investment and review point:
[Your time and money limit]

What we'll stop doing if we miss the metric:
[Be specific]