We talk about proof of value, what about proof of NO value?

Whether it’s launching a new product, or expanding one that’s in market, data that validates things that add value, is just as valuable as data that validates what DOESN'T add value.

It’s all learnings that impact if you should launch a product, or how you should run your business.

Here’s some examples of what a learning could be:

> Discovering which value propositions have the greatest appeal to your customers.

> Identifying personas that have no interest whatsoever in your product.

> Finding out what channel gives you the most sign-ups.

> Uncovering which product features aren't used by users.

> Changes in market demand for your product.


One of my "proof of no value" learnings from last year was taking my digital course, re-platforming it, and thinking I could easily get around 10 customers a month with a few LinkedIn and slack posts and DM's. In doing so I learnt it takes A LOT of content and some strategic partnerships to generate sustained demand, and it's not something I want to prioritise right now.