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When it comes to launching a new product or business, Scott McLeod’s mantra is to “fall in love with the problem, not the solution.” In other words: even if you think you’ve come up with the next big thing, you should always treat it like a hypothesis. And as with any hypothesis, that means testing it.

If your original concept takes off without a hitch? Great! But if it doesn’t, you should continue testing (and retesting, and retesting) until you find the best solution to your potential customers’ problem. Testing might sound like it requires a large investment of time, money, and other resources, but we’ve found the perfect low-effort, high-return workaround: building a landing page.

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