The Then Whats and So Whats

Ideas are a dime a dozen.

Great ideas are worth slightly more… But not much.

We often overvalue our ideas because they’re accompanied by a very nice feeling… A great idea gives us with a natural high because it triggers a dopamine release.

Then the crash comes.

So you’ve got a great idea for a side hustle…

But now what do you do?

Buy a domain name! No, that’s for later.1

It’s time for the serious “then whats?”… And maybe more importantly, the “so whats?”.

Go through all the possible scenarios and steps that you think you will encounter in building the business, following each with “then what?”… Write the next step, “then what?” and repeat…

When you’ve written it all down ask yourself “so what?” …Does your idea solve a problem that people would pay for?


  1. You should always wait at least 24 hours before buying a domain name when you’ve just had a great idea.