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Private Equity Wanted More Growth. Schoolhouse Paid the Price.

Schoolhouse had loyal customers and a clear identity when Food52 acquired it for $48 million. Then came the push to expand products, marketing, and operations. Four years later, the brand changed hands for just $2.2 million.

We haven't written up this one. Inc. has the full story — the link below goes straight to it.

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Validating your idea is not customer discovery

“We’ve validated the idea.” I hear that sentence from founders more than almost any other, and it usually comes with evidence. Thirty people loved it. Two hundred joined the waitlist.

  • Validating ideas, not customer discovery: Focus on real problems, not opinions.
  • Avoid confirmation bias: Ask open-ended questions about past problems and costs.
  • Target behavior, not demographics: Identify customers who face the issue firsthand.

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