You can but if you don’t have a good level of discipline that can VERY quickly turn into a bottomless pit.

If you’re inexperienced (haven’t launched a couple of money-making projects) then your identity is likely still wrapped up in the success of your baby (idea).

In that case, I would recommend doing free marketing tactics instead. Figure out where your people hang out, see if they’ve got questions relevant to your startup, help them, and then pitch if it makes sense to pitch. (Do it with a bit of tact.)

In general, spending money to validate an idea is fine, but you have to be careful not to fall into the trap of throwing smart money after dumb money. If the experiment fails, kill it, and try something else.



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Introduction to Psychology

  • The brain
  • Neuroscience
  • Cognitive & computational psychology
  • Freudianism, Behaviorism, and Computational Theory of Mind
  • Sex differences & genetics

Marketing & Branding

  • Penetration & Mass marketing
  • Buyer moderation & Double jeopardy
  • Distinctive assets & Memory structures
  • Mental & Physical availability
  • Marketing at small companies
  • Positioning at small companies
  • Customer acquisition at small companies
  • Market research
  • Ethnography

Behavior science

  • Elements of behavior
  • Using motivation
  • Making behavior easier
  • Prompts
  • Utilizing Behavior Design

Game Theory

  • Foundations of Game Theory
  • Dominant Strategies
  • Nash equilibrium & Pareto efficiency

Probability & Statistics

  • Analyzing data
  • Distributions
  • Bayes’ theorem
  • Hypothesis testing
  • Regression

Behavioral economics & Consumer Psychology

  • Technological economics value creation & Psychological economic value creation
  • Consumer behavior
  • Framing & biases
  • Prospect theory
  • Choice architecture & choice overload