How we run a six-week incubation
Week one is research. Week two is prototype. Week six is the first paying customer. Why this schedule, and what we got wrong before we settled on it.
Most incubations fail in week three — not because the idea is bad, but because nobody decided what 'done' looks like.
We run six weeks. Week one is research and a kill memo. Week two is the smallest possible prototype. Weeks three to five are the build, with one customer review at the end of each week. Week six is launch — first paying customer, or we kill it.
The discipline is the schedule, not the scope. We've shipped marketplaces, ERPs, and AI agents on the same six-week shape. The shape doesn't change — the scope inside it does.
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