You've heard the stats before: 90% of startups fail and the majority of the time it's because aspiring entrepreneurs pursue the wrong business idea.

Pretotyping is a new way of increasing the chance of success by catching bad ideas early and uses creative, manual experiments to get YODA (your own data) to validate concepts and steer product development.

We've been advocating for a data-driven approach to product development for some years now so we are super excited to have Jonathan on. He's here to tell us all about the pretotyping method and to see if we can adapt any of his expertise into our everyday startups.