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Stop Building for People Who Say ‘Cool Idea’
Imagine this: you speak to 20 potential customers. They all say, “That’s such a cool idea, I’d definitely use it!” So you build it. Launch day comes… and silence. No signups. No paying users. Just crickets.
What happened?
You built something people said they wanted.
But not something they were actually willing to pay for.
This is one of the most common traps early-stage founders fall into: confusing a customer’s “want” with a genuine “need.”
Let’s break down why this happens, how to avoid it, and what you should be doing instead.
Wants Are Cheap. Needs Are Expensive.
Think of it like this:
Wants are nice to have.
“Yeah, that sounds useful.”
“I’d love something like that.”
“Cool idea!”
Needs are painkillers.
“I’m actively searching for a solution.”
“I’ve hacked together my own ugly workaround.”
“I’d pay someone to solve this.”
Wants don’t drive sales. Needs do.
Wants are what people say in polite user interviews. Needs are what they do when nobody’s watching.
So if you’re still building based on positive feedback from early conversations, you’re building on sand.
Your next co-founder, investor, customer… or employee is already here.
6.4K subscribers. 60% open rate. Majority founders, pre-seed to Series A.
Why Founders Miss This
Confirmation Bias
You want your idea to be validated—so you hear what you want to hear.
Social Niceties
People don’t like being harsh. They’ll tell you they might use it, even if they never will.
Problem Projection
You assume that your problem is their problem too. Often it isn’t.
How to Tell the Difference
Here are a few signs you’re solving a need, not just a want:
✅ Signs of a Real Need:
People already spend time or money trying to solve it.
They’re actively Googling solutions.
They’ve built clunky spreadsheets or Zapier workflows to work around it.
They express frustration or urgency when talking about it.
They say, “I’d pay for this today.”
🚫 Red Flags of a Want:
“Sounds interesting, send me a link when it’s live.”
“If it was free, I’d try it.”
“Let me know when you’ve raised.”
“That could be cool for someone.”
One trick: Ask if they’ve tried to solve it before. If the answer is no, it’s probably not a priority.
Tweak Your Questions
Most founders ask:
“Would you use this?”
Instead, ask:
“What have you already tried to solve this?”
“How are you currently dealing with [problem]?”
“Have you ever paid to solve this?”
These questions filter out polite interest and uncover actual behaviour.
How to Validate Real Needs (Before Building)
Here’s a simple validation process to test for real need:
1. Run problem interviews.
Don’t pitch. Just explore their world.
Dig into how they’re currently solving the issue.
Look for pain and urgency.
2. Pre-sell your solution.
Try to get people to pay before you build.
This can be in the form of:
Deposits
Letters of intent
Pilot agreements
3. Fake door test.
Build a landing page describing the solution.
Drive traffic and measure actual signups or clicks.
See how many people take the next step without you nudging them.
4. Reverse the pitch.
Instead of explaining your idea, describe the problem.
Ask them how they’d solve it.
If they describe something close to what you’re building, you’re onto something.
Pro tip: Want ≠ Willingness to Pay
One of the strongest signals of real need is willingness to pay now—even if it’s a tiny amount. If someone won’t commit even £5, they’re unlikely to become a paying customer later.
Also: people often say they’ll use something more than they actually do. Usage data is more honest than feedback.
Final Thought
As a founder, your job isn’t to get people to like your idea.
Your job is to solve a painful problem so well that people throw money at you to make it go away.
So before you build anything, ask yourself:
Am I solving a want… or a real, urgent, painful need?
One will get you applause.
The other might get you a business.
This blog post is based on lessons from the MIT course “Nuts and Bolts of New Ventures.” For deeper insights, watch the full lecture here.
✅ This isn’t a theory — it’s why most startups burn cash and fail quietly. Forward it to the founder who’s mistaking compliments for commitment.
POLL TIME
(👉 Vote now — we’ll share the results in next week’s issue. All votes are anonymous.)
Which founder fantasy kills more startups?
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London, UK
Thu 28 Aug, 18:00 - 21:00 BST
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Building Smarter Tech Ecosystems (Roundtable & Networking)
A roundtable and networking session will bring together entrepreneurial ecosystem builders to discuss the strengths, gaps, and future priorities of the UK’s innovation landscape. The event combines thought-provoking discussion with an opportunity to connect over coffee and networking.
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In-person event
34 Sekforde St., London, EC1R 0HA, UK
Fri 29 Aug, 18:00 - 20:00 BST
Sip & Scale London
Sip & Scale
This mixer brings together young founders, students, creators, and startup enthusiasts in a relaxed setting to connect, share ideas, and explore the world of startups and tech. It’s a casual space for building meaningful connections, sparking fresh conversations, and enjoying good vibes over food and drinks.
In-person event
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Sat 30 Aug, 18:00 - 21:00 BST
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Novabook
How To Get An Investor's Reply In 20 Minutes
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Online event
Tue 2 Sep, 11:00 - 12:00 BST
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In-person event
Braithwaite St Area, London, UK
Tue 2 Sep, 19:00 - 20:00 BST
Alma Angels
Breakfast Club
Join a monthly breakfast meetup that brings the community together to connect, share stories, and get inspired over coffee and pastries. It also features an interactive Q&A session designed to support and guide their journey.
In-person event
150 New Cavendish St, London, W1W 6YJ, UK
Wed 3 Sep, 09:00 - 10:30 BST
Lightning AI
AI Meetup: Cracking OCR
This meetup brings together developers and researchers to explore practical OCR pipelines that transform messy, low-quality scans and documents into structured, usable data. Attendees can expect expert talks, real-world tips, and networking with the AI/ML community over food and drinks.
In-person event
9 Appold St London, EC2A 2AP, UK
Wed 3 Sep, 18:00 - 20:30 BST
The Entrepreneurs Network
Entrepreneurs' Reception with Daisy Cooper MP
This reception brings together entrepreneurs, investors, and policymakers to discuss the future of the UK’s entrepreneurial ecosystem. It offers a platform to connect business leaders with political voices shaping policies that impact startups and scaleups.
In-person event
Old Street Area, London, UK
Wed 3 Sep, 18:00 - 21:00 BST
Test Nights
Voice AI Night
Join an interactive session where early-stage founders showcase their products, receive real-time feedback, and exchange sharp insights with peers in Voice AI. The evening combines rapid-fire demos, candid discussion, and networking over drinks to spark new ideas, collaborations, and opportunities.
In-person event
Tottenham Court Road Area, London, UK
Wed 3 Sep, 18:30 - 21:30 BST
Tech Startups In The Pub
Relaxed Networking
This laid-back pub meetup brings together founders, builders, and startup enthusiasts for casual drinks and conversations in central London. With no agenda or pitches, it’s all about relaxed networking and meeting like-minded people in a friendly setting.
In-person event
Simmons Bar, Oxford Street Area, London, UK
Wed 3 Sep, 18:00 - 22:00 BST
Crowdfunding Club
Kickstart Your Make/100: A Creator Meetup
Join a meetup where creators connect, share insights, and learn practical tips for running successful Kickstarter campaigns. The event also features quickfire introductions for attendees to showcase skills, services, and opportunities to collaborate.
In-person event
Molesworth Street Area, London, UK
Thu 4 Sep, 18:00 - 20:30 BST
IDEALondon
Agents & Robotics HackXelerator 2025
This pre-event session offers participants an early chance to explore the themes of the upcoming HackXelerator, featuring expert insights on AI, robotics, and ethics. Attendees can connect, form teams, and begin shaping their contributions ahead of the main event.
In-person event
69 Wilson St, London, EC2A 2BB, UK
Thu 4 Sep, 18:00 - 21:00 BST
Future Angels
Beyond The Cheque: Inside The Founder-Angel Relationship
Join this fireside chat for a candid behind-the-scenes look at early-stage investing, exploring how investment relationships are built between angels and founders. Attendees will hear both perspectives on what makes a deal happen and how investors add value beyond capital.
Online event
Fri 5 Sep, 10:00 - 11:00 BST
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Vasily Alekseenko
Founder
@ Rare Founders
Rare Founders - building the bridge between founders and investors via regular in-person and online events, meetups, conferences.
