“Pick an idea that's been done before. New ideas are risky, new ideas need validation. If you pick an idea that's been done before you know that people want it, you know that it works. We go and find the idea, we work out how well they're doing despite of a bad UX.”

Only Build Ideas Proven By Incumbents With Bad UX So Design Quality Becomes The Wedge

Mike refuses to validate demand from scratch. He hunts for categories where incumbents are already making money despite poor UX, then out-designs them. The bad-UX-but-paying signal is what makes him claim a zero-failure rate across five SaaS apps — design quality becomes the differentiator, not the bet.