Starting another mini series without having finished the last one. This is the first in a few emails on when you don’t need to validate an info product.
Anything that successfully reduces costs is a valid idea.
Let’s use energy storage as an example. We have chemical (batteries), thermal (hot/cold storage), mechanical (gravity like pumping water up mountains). All these methods are inefficient. If we devote our attention to reducing cost of storage, then we can “beat” fossil fuels.
“Energy vault” is a tower, 35 ton cement blocks, it lifts them in the air to store them as light energy or wind energy is collected, and then the blocks are lowered to use the stored energy. Neat video here (and hat tip to Philip Morgan for sharing it first) that explains more about the situation and product.
It’s expensive. It costs $7m a tower but they have 1,000 preorders for a total of $7b in sales from around the world.
Preorders can be used to validate, but they didn’t need the preorders to validate the idea. Storage is a commodity so it boils down to price.
Given the cost of storage is lower for Energy Vault than alternatives, they won’t be able to sell these towers fast enough.
Some info product examples:
- How to reconfigure AWS to reduce server costs 30+% without hurting performance
- How to save $250 a month by doing X
- How to cut your Google Ads cost per click in half for the same clicks
As long as your info product will help reduce costs people care about, it is pre-validated.