What is Sniff Test?

The Sniff Test is a quick gut-check: "Does this pass basic common sense?" Before doing deep analysis, ask simple questions: "Why doesn't this exist yet?" "Would I pay for this?" "Is the problem real or imagined?" If something smells off, investigate. It's not rigorous analysis—it's pattern matching based on experience. Often catches obvious flaws before you waste time.

When Should You Use This?

Use the Sniff Test on new ideas, startup pitches, product features, marketing copy, or partnerships. Takes 30 seconds. Examples: "We'll disrupt email!"—been tried 100 times, failed. "Only needs 1% of huge market!"—lazy thinking. "Uber for X"—probably bad. It's a filter, not a final decision. Ideas that fail Sniff Test need stronger evidence to proceed.

Common Mistakes to Avoid

• •Skipping it entirely—"I'm sure it's fine" leads to wasted months
• •Ignoring red flags—"we're different" when 10 competitors failed
• •Trusting gut too much—Sniff Test eliminates bad ideas, but passing doesn't guarantee success
• •Not articulating why—"feels wrong" isn't useful, explain what smells off
• •No domain expertise—Sniff Test works when you know the space, less useful otherwise

Real-World Examples

• •Passes Sniff Test—"Stripe for crypto" when crypto had no good payment rails
• •Fails Sniff Test—"Facebook for dogs" (dogs don't use computers)
• •Fails Sniff Test—"We just need 1% of a $100B market" (handwavy)
• •Passes Sniff Test—"Figma for X" if X has similar multiplayer/collaboration problems