1. Turn a low score into a clear idea

Why specific beats clever

A vague idea cannot be tested. "An app for small businesses" gives you nobody to call this week. "A quote template pack for sole-trader plumbers in Lancashire, £29 one-off, sold by messaging 20 plumbers a week" gives you a list, a message and a price to try.

The score rewards that kind of specificity. A higher score does not mean the idea will work; it means you have written it clearly enough to find out quickly and cheaply.

Rewrite drill (20 minutes)

• Problem: one sentence naming who, what hurts, and how often or how much. Add a number even if it is your best guess, then mark it as a guess and go and check it.
• Customer: a role or trade + a narrowing detail (size, place, situation). If you cannot picture three real people who fit, narrow further.
• Offer and price: what they receive, the price, and how they pay (one-off, monthly, per job). Write a price you would be slightly nervous to say out loud.
• Channel: one named place and one weekly action with a number ("post twice a week in X", "message 15 owners a week").
• First sale: the smallest possible version (manual service, pre-sale, pilot) and a deadline within 14 days.

Before and after

BEFORE: "Helping freelancers with admin."
AFTER:
- Problem: UK freelance designers lose 3–4 hours a month chasing late invoices.
- Customer: freelance designers in the UK billing 3–10 clients a month.
- Offer: done-for-you invoice chasing, £39/month, cancel any time.
- Channel: message 15 designers a week on LinkedIn and post in 2 freelancer communities.
- First sale: run it by hand for 3 pilot clients at half price within 2 weeks.