Build it without building it (a faster path to your MVP)

The idea is simple; don't build anything custom until you prove it works with off-the-shelf components

What's a Concept Fusion test?

Sometimes the best way to validate an idea is to assemble it from parts that already exist...

You don't need to write code from scratch. You don't need to design new systems. Instead, the Concept Fusion test stitches together existing tools, platforms, and services to create a functioning version of your idea.

No custom development. No lengthy build process. Just creative integration of what's already available to deliver real value to customers.

Most teams default to building custom solutions. But often, you can validate your idea by fusing existing tools together.

How a financial services company saved £1.2M in development

A major financial services firm we work with wanted to create a personalised investment recommendations platform. Their initial plan was to build a custom solution with a £2M budget and 18-month timeline.

Before committing to this massive investment, we ran a Concept Fusion test by:

• Mapping out the entire user journey and process flow

• Identifying existing tools for each step of the process

• Integrating these tools with minimal custom code

• Delivering a functioning service to real customers

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The fusion included:

• A third-party risk assessment tool

• An existing portfolio management platform

• A messaging API for notifications

• Manual review by investment advisors for quality control

Customers loved the service, but their usage patterns revealed something unexpected: they weren't using the continuous portfolio adjustment features the team had planned to spend months building. Instead, they valued the initial recommendation and quarterly check-ins.

This insight allowed the company to launch a viable product in just 2 months at 1/10th the original development cost. They saved £1.2M by not building features customers didn't actually value.

How to run a Concept Fusion test

To run this test, you'll need:

• A clear understanding of your user journey

• Knowledge of existing tools and platforms

• Resources to integrate these components

• Real customers willing to try your solution

1. Map your value stream

Start by mapping out exactly how your solution would create value. Break down each step of the process from customer need to delivered outcome.

2. Hunt for existing components

For each step in your value stream, look for existing services, tools, or platforms that could handle that function. Don't worry if they're not perfect—you're testing the concept, not building the final product.

3. Create the minimal integration

Connect these components together with the least amount of custom code possible. Use APIs where available, and don't be afraid to include manual steps where automation would be complex.

4. Deliver real value to customers

This is key: your fusion must actually solve the customer's problem. They might not know (or care) that you've stitched together existing tools behind the scenes.

5. Measure what matters

Track the metrics that indicate genuine value:

• Customer satisfaction with outcomes

• Willingness to pay

• Completion rates

• Points of friction or abandonment

Common mistakes to avoid:

• Over-engineering the integration

• Focusing too much on how it works rather than the value it delivers

• Hiding that it's a test (transparency builds trust)

• Not capturing the cost and effort required to deliver the service

Try this next week

Identify a complex solution your team is considering building. Map out the core functions and user journey. Research existing tools that could handle each component. Sketch how these could be integrated to deliver the core value.

You might discover you can launch in weeks instead of months, with real customer feedback to guide your eventual custom build.