I ran 23 idea-discovery sweeps through my own tool. It has never once said "build it".
I built a thing that goes out, sources startup ideas from real markets, and kills most of them.
Today I opened the production database and counted what it has actually done, across every real
run that exists.
The funnel — 23 sweeps, 1,281 candidate ideas:
- 706 killed outright at the deal-breaker gate
- 488 of the survivors got a full deep evaluation (each run only evaluates its top-ranked survivors)
- 85 made the final shortlist
The scores on those 488 evaluations: average 44.9/100. Best score ever recorded: 69. Number that
scored 80 or above: zero.
The verdicts on those 85 finalists: 58 HOLD, 21 VALIDATE, 6 KILL. BUILD is an available verdict.
In 1,281 ideas it has never been used once.
Why ideas died. 706 kills, 1,209 cited reasons — most ideas fail more than one check:
filter cited only reason
pain_anchor — no documented complaint behind it 438 218
support_burden — high-touch, white-glove, onboarding calls 187 3
platform_risk — one API or one marketplace owns you 140 15
ai_dependency — dies if a model vendor ships the feature 102 9
pricing_power — can't sustain >$19/mo 81 3
founder_fit — the founder can't sell or operate this 78 3
distribution — no repeatable channel 71 0
regulation_trust — needs SOC2/HIPAA/licences for an MVP 48 4
revenue_path — no path to recurring revenue 31 1
enterprise_procurement — needs legal review, MSAs, calls 30 0
Two things I did not expect.
1. The number one killer isn't competition, or economics, or "someone already built it". It's that
nobody was complaining. pain_anchor means the idea couldn't be tied to a single documented complaint
from a real source. It appears in 62% of all kills, and it is the sole reason 218 times. Two hundred
and eighteen ideas had nothing else wrong with them.
2. Some filters never kill alone. distribution (71 citations) and enterprise_procurement (30) were
never once the only reason an idea died — they turn up as the second or third strike on something
already bleeding. support_burden is second by volume and solo just 3 times. Meanwhile pain_anchor
kills alone half the time it appears. There are executioners and there are accomplices, and I had
them mentally filed the other way round.
What I can't claim, before anyone asks:
- These are my own runs, from two of my own accounts. It is not a customer sample. n=23.
- I excluded 68 stub runs — a $0 synthetic mode I use to smoke-test production. They kill nothing
and would have flattered every rate on this page.
- pain_anchor partly measures my sourcing, not the market. If my search layer didn't surface the
complaint, the idea dies as unanchored even if the pain is real. I can't separate "no one is
complaining" from "I didn't find it", and that gap is doing some of the work in that 438.
- The ratings sample at temperature 1. Same niche, same input, five runs: 5 / 0 / 4 / 5 / 5
finalists. The arithmetic on top is fixed; the inputs to it are not.
- None of these ideas were built, so nothing here says the kills were correct. There is no ground
truth on an unbuilt idea. What I can show is the reasoning, which is why one full run is published
at https://whittleos.com/sample-discovery
Curious what the distribution looks like for other people's idea lists — if you've got a backlog you
keep not-building, I'd bet on pain_anchor being your number one too.
