The same four stages, every time, whether the idea is ours or someone else’s. We stop at any stage the evidence tells us to.
1. Discover
We start by finding a problem people already pay to solve badly, then talk directly to the people living with it. An idea that only sounds good in a pitch deck does not survive this stage.
2. Build
We ship the smallest version that is genuinely useful to a real person, not a polished demo. No six-month builds before first contact with a customer.
3. Launch
We put the thing in front of real customers in a real market and watch what they actually do with it — not what they say they would do.
4. Grow
We automate what repeats, cut what does not work, and put resources behind the part that earns. Growth follows evidence, not a schedule.
Why this order matters
Most ventures fail from skipping straight to Build. We keep Discover expensive in attention and cheap in money, so that Build only starts once we already know someone wants what we are about to make.