The Right Time to Test an Idea

Earlier today, someone asked, “Why do you think NOW is the time to launch a business instead of hesitating?”

I thought I’d share my answer:

Why is now the time to act?

Because the right time is never.

Here’s how I think of it: say you’re at a roulette table, and you feel great about betting on 26 black. But instead of placing your bet, you say to yourself, “I’m going to wait until I absolutely KNOW I’m going to be able to win on 26 black.” So instead of betting, you wait until the ball lands on 26 black.

“Once I’ve seen it land there, THEN I’ll bet!” you say.

Somehow, a few spins later, the ball lands on your lucky number. But you’re not there to collect your winnings. You’re on the sidelines, waiting for “proof” it’s the perfect time to strike.

Too many business owners do this. I used to do this. But I learned you have to take a chance. Validate an idea NOW, then start building a list before launch. Set up a site in an afternoon and begin sending traffic to it. Don’t get any sales? That’s fine. You didn’t waste too much time or cash.

The fact is, it doesn’t take a lot of time or cash to try an idea. If you wait for perfect, you’ll be waiting forever, and your opportunity might come before you’re ready to take it and win big.

As a rule of thumb, testing an idea only costs, like, $100, maybe more. (A proper test should run at least $1,000, but I understand some SMBs don’t want to spend that much.)

There’s not much reason to test now.