Build In Public University

Entrepreneurship / Lesson 09

Lesson 09 · School of Entrepreneurship

Kill, revise, or expand

A decision is part of the product

Kill

Stop when a predeclared falsifier fires, the buyer cannot be reached, delivery violates the boundary, or the remaining test cannot produce useful evidence.

Revise

Change one important variable when the problem appears real but the offer, audience, timing, or channel is wrong.

Expand

Increase scope only when the narrow version has inspectable evidence, delivery capacity, and a next test that remains falsifiable.

Publish the miss

A killed direction is valuable if its receipt makes the next decision cheaper. Hiding misses taxes everyone who repeats the work.

Do the work

Write the decision memo before the result arrives: what kills, revises, or expands the work. Afterward publish what happened and where the model was wrong.

Falsifier: If this lesson makes you feel more certain but does not change the next observable action, it has probably become motivation content instead of an operating tool.

This is a working course document combining first-principles reasoning with observations from BIPU work. It is not a guarantee of business success. Ask what would falsify it.