The pressure to move fast has never been greater. Generative AI, agile pipelines and real-time data have made it easier to spin up new ideas, products and campaigns at speed. But as the pace accelerates, the risk of scaling too early—or on shaky assumptions—grows just as fast.
That means grounding ideas in insight, building a product or brand that looks and feels real and using pilots to minimize risk while maximizing learning. That’s where we come in: to design and run in-market tests grounded in strategy, brought to life through standout creative and built to deliver real-time consumer validation.
What is Proto-Selling?
Proto-Selling is the practice of testing early-stage concepts using in-market stimuli that appear real and purchasable—often before anything is actually built. These experiments measure actual behavior (clicks, conversions, purchase attempts), not just what consumers say they’ll do in a survey.
The method prioritizes learning before launching, using tools like digital storefronts, targeted ads and, in some cases, mock brands to evaluate how a concept performs in the wild. It’s fast, flexible and grounded in real-world evidence—not hypothetical interest.
And the difference between a good test and a great one? A believable, insight-led brand expression that earns real engagement and drives clear decisions.
Why Brand + Innovation Teams Need It
Cut Through Product Innovation Inertia
Product Innovation teams often find themselves stuck—either unable to get ideas off the ground or locked into a path that’s too costly to change. Proto-Selling creates momentum through small, strategic steps that generate insight, not just movement.
Reduce Risk Without Sacrificing Speed
Up to 85% of new products fail to meet revenue expectations—most often due to a lack of clear market demand. Proto-Selling enables teams to validate early and decisively, without slowing the process down.
Create a Shortcut Between Idea and Market
By skipping full-scale development and instead building minimum viable branding, teams can test everything from positioning and price to product mix and messaging. It’s insight without the guesswork.
When to Use Proto-Selling
Proto-Selling experiments should be conducted after a portfolio of concepts has been co-created and prioritized—but before investing in full development and launch.
It’s most effective when:
- You have a range of concepts and need to prioritize
- You’re entering a new category, aisle or audience space
- You’re creating a new brand or repositioning an old one
- You want to test messaging, pricing or features before committing
- You need real-world validation to convince internal stakeholders or retail partners
The goal isn’t just validation—it’s momentum, clarity and smarter investment decisions.
What It Looks Like in Practice
This Isn’t About Cutting Corners. It’s About Reducing Waste.
Proto-Selling doesn’t replace good strategy or creative—it sharpens it. It helps answer the critical questions before teams invest millions in scaling ideas that haven’t been tested with real consumers. And it empowers teams to move with focus, insight and validation, not just speed.
Some teams rely on tools like focus groups or surveys to validate ideas—but those methods often measure what people say, not what they’ll actually do. Proto-Selling accelerates the path to an MVP built with enough creative fidelity to feel real, and designed to generate real behavioral signals. It’s not about hacking together a quick fix. It’s about getting to an MVP that enables real learnings in the wild.
Because winning brands don’t wait to find out if something works. They build proof into the process.
ABOUT LPK
LPK is a modern brand consultancy that applies insightful strategy and beautiful creativity to harness change—making momentum that grows brands and businesses.
