After · Think
The must-have survey
Ask users: how disappointed would you be if this disappeared? If 40%+ say 'very disappointed', you have a must-have. If not, you have a nice-to-have — stop scaling.
Traffic on a product nobody needs is a more expensive funeral. This is the original growth-hacking gate: product-market fit before growth team theater.
How to run it
- 01Survey people who used the core action at least twice.
- 02Use the exact disappointment question. Do not invent a 1–10 vanity scale.
- 03Read the 'what is the primary benefit' answers — that is your headline.
- 04If you are under the bar, change the product, not the ads.
In the wild
Ellis used this at Dropbox and later as the standard PMF test across growth teams. Indies can run it in a 3-question Typeform.
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