Manifesto.

In 2018, my business partner threw down a challenge that terrified me: "Prove this validation methodology works. Build a business you can live off of, with $200 starting capital. Never take investment."

Not $200K. Just $200.

I accepted.

Why? Because I'd spent over a decade teaching systematic validation to hundreds of entrepreneurs at a startup accelerator. I knew this stuff inside and out. The methodology worked consistently — our founders succeeded at rates that made other programs jealous.

But I'd never demonstrated the full system from scratch on a completely new venture.

This was about proving that validation-first thinking could work for anyone, anywhere, starting from nothing.

So I took the bet.

That business became Wabbit.

Spoiler alert: We technically completed the challenge by December 2018. In the process, we proved something that changed how I think about entrepreneurship forever. And as you can see, we're still going.

The problem starts with where we learn about marketing.

I learned the real way first — working inside advertising agencies where campaigns had to deliver measurable results or we'd all be updating our LinkedIn profiles. No participation trophies. No "brand awareness" excuses. Just numbers that worked or didn't.

But most people learn from a very different crowd:

They learn from people selling marketing courses who make more money teaching than implementing. They learn from agencies that get paid whether your campaign succeeds or spectacularly fails. They learn from "experts" whose main expertise is launching their next webinar funnel.

Outside of ourselves, we can't find anyone teaching the essential foundation: Discovery & Validation.

Instead, they jump straight to tactics that sound important:

• "You need better copy!"
• "Run Facebook ads!"
• "Build a funnel!"
• "Get on social media!"

All of this is putting the cart before the horse. And I know because I've watched hundreds of entrepreneurs crash their carts, then blame the wall.

Let me be plain about this...

You can't effectively promote something until you understand:

1. Who specifically wants it
2. Why they want it
3. How they talk about wanting it
4. What it feels like to want it like they do

Without the right mindset, you'll never find those answers.

Without those answers, every marketing dollar you spend is little more than an expensive guess.

Yes, I'm about to give you another expert's step-by-step framework. The difference is this one came from 751 consecutive sales over four years, not a whiteboard session.

Here's what a real, professional marketing process looks like:

Discovery: Who exactly are you serving? What do they actually want? How do they currently solve this problem? (Most people skimp on, or skip this step entirely and wonder why their messages don't resonate.)

Testing: Before you build anything significant, test your core assumptions. Do people actually want this? Will they pay for it? (The $250 that became The Swag Academy's $15M+ business started here.)

Validation: Prove demand exists before you scale. Get commitments. Get dollars in hand, not just interest. (Interest pays for coffee. Commitments pay for businesses.)

Positioning: Now you can craft messages that resonate because you know exactly who you're talking to and what they care about. (This is when copywriting actually starts to work.)

Promotion: Only now do the tactics matter—ads, content, social media—because you're promoting something people already want to an audience you already understand.

This isn't academic theory. This is how FlowState Systems discovered their 40% retention boost. This is how actual, verifiable marketing legends proved demand with Wabbit before their major investment.

It is how virtually every sustainable business gets built.

After witnessing this story hundreds of times, here's what we know happens when you skip (or shortcut) discovery and validation:

• You waste months building features nobody wants
• Your marketing messages fall flat because they're based on assumptions, hunches, and confirmation bias
• You burn through cash on advertising that doesn't convert
• You pivot endlessly, never gaining traction
• You eventually run out of time, money, or energy

But here's what happens when you validate first:

• You know exactly what to build and for whom
• Your marketing messages resonate immediately
• Your conversion rates are high from day one
• You scale with confidence, not hope
• You build something sustainable

Stop for a moment and consider the you've time spent reading this site and, how you arrived here. How did we do that? How are we still doing it?

Wabbit exists to fix the fundamental misunderstanding about marketing.

As a result, we inevitably help entrepreneurs validate demand before they waste time and money building the wrong things.

Whether through our comprehensive Validation Laboratory service, our implementation expertise, or our self-guided training programs, the goal is always the same:

Replace hope with data. Replace assumptions with evidence. Replace guessing with knowing.

Because after watching brilliant ideas fail from poor execution, and seeing systematic validation work across every industry and business model, the Wabbits are convinced of one thing:

Validation isn't just smart business practice. It's the only way to build something sustainable in today's market.