Bullseye Step Two: Run Cheap Tests

Test your middle-ring three in parallel with cheap, fast experiments. A test should answer three questions: roughly what does a customer cost through this channel, roughly how many customers are available here, and are these the customers you actually want?

Cheap is the operative word. A thousand dollars in ads, four blog posts, one small event, a few dozen cold emails. You're not trying to scale the channel yet, you're buying information. Most founders either skip testing (bet everything on a guess) or over-invest in a test (spend three months building an SEO strategy to 'test' SEO).

Set a number that counts as success before you run the test. Without a target, every result gets rationalized into 'promising'.