Nico mentioned I'm going through the process from the Jason Cohen (@asmartbear) article he shared above Here's how it went so far For the last few months I've been building an SEO tool for SaaS. I spent about 3 months on the analysis engine alone, then a few more weeks on a dashboard (I ended up throwing away) Nico kept telling me to stop coding and go talk to the people I was building for. I had 20 years of SEO behind me, so I thought I already knew what they needed But I had the feeling that it wasn't the right method. Something was wrong, but I didn't know what So, in the end I listened to Nico's advice. I froze the code, put the dashboard and the rest aside, and gave myself until the end of September to do calls Here's how Jason Cohen's Iterative-Hypothesis method works: You write down what you want to learn, then every assumption you have about your future customers, one per line. Each assumption gets an open question, and after every call you update the list The first surprise came before any call. When I reread my first draft, I realized I had described my old SEO consulting clients: marketing directors and SEO managers in big companies. The people I'm building for now are different You need to clearly understand who your ICP is before you start building a product. There are several articles on Jason's blog that explain all of this well. I can only recommend that you read them as well Then, after preparing my script, I started sending DMs on X. So far, I've sent 14, and 13 people answered. 9 of them said yes and we had a call. Most of the others said "I'm not the right person" or "sure, but I'm busy right now" I think it worked well because I wrote each DM by hand, for that person. I wanted their opinion, and I tried to show it. Some came from a referral by someone I had interviewed before. One person was building SEO features into his product, another had just posted great SEO results I also made it clear it wasn't a sales pitch, asked for 15-20 minutes only, and offered SEO help in return Everyone was kind, and I met really great people along the way And after all these calls, here are a few lessons I’ve learned from them: - People want to learn SEO while using an SEO tool. They want to understand how it works so they get better at it every week. Having the biggest database on the market mattered much less to them - People want to be guided, and the recommendations have to be right. SEO runs on trust - Many SaaS founders have built their own SEO process by hand. They're not always happy with it, but they keep using it because they've been disappointed by the SEO tools they tried - They don't know how to evaluate their results. They can't tell if they're doing it the right way or not Some of this matched the hypotheses I had written down before the first DM. Some of my other assumptions turned out to be wrong, and I've updated the list Ultimately, I would simply say that, thanks to Jason's method and the calls, I now have a better idea of ​​what I need to build If I had to do it again, I would do these calls before writing a single line of code