Name the person, problem, and proposed activity
Write whom you think you would help, what practical problem they experience, and what you would offer. Avoid “everyone” as the audience. Separate the problem from your preferred solution so you can notice evidence that another approach fits better. This is an early planning exercise, not proof that a business is viable.
Choose the assumption that matters most
Examples include whether the problem occurs, how people currently handle it, whether you can deliver the activity, or whether a particular channel reaches the intended audience. Choose one assumption for a small test. A long canvas can hide the important uncertainty if every box is filled with a confident guess.
Ask about actual behavior
A conversation about a recent example can be more informative than asking someone to praise an idea. Ask what they did, what was difficult, and what alternatives they used. Get permission for the conversation and any notes. Do not collect private details you do not need for the planning question.
Record evidence without inflating it
Distinguish an observation, an interpretation, and what remains unknown. A compliment or statement of possible future interest is not a purchase. A few conversations do not establish a market-wide conclusion. Use the result to choose another test or revise the idea, then consult appropriate professional guidance for a real business commitment.
An assumption and a small test
Original hypothetical example
Invented idea: help local clubs turn event information into a simple web page. Assumption: organizers currently spend time repeating schedule details. Test: with permission, ask a few organizers to describe the last event and how they shared updates. Observation: two describe repeated questions; one already has a working page. Interpretation: the problem varies. Unknown: whether anyone would pay for a new service.
Questions about a recent example
- When did this problem last come up?
- What did you do at the time?
- What did the existing approach make easy or difficult?
- What alternatives did you consider?
- What would I need to understand before proposing a different approach?