## 5 Steps to Embrace Test-Driven Learning to find Product Market Pull (PMP)

##### Insights

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##### 4.22.2021

##### Peter Denton

##### [Source](https://productmarketpull.com/5-steps-to-embrace-test-driven-learning-to-find-product-market-pull-pmp-1214727a1969)  
Over the past 4 years, I have been fortunate enough to test nearly 250 ideas at [Pioneer Square Labs](/content/site-root.html). Almost every single one of the 25 spinouts went on to become venture-backed companies and the other 225 were killed. ( [_You can read more about how we kill ideas here_](https://marker.medium.com/what-it-looks-like-when-a-startup-lab-kills-a-product-idea-c6f05080954e)). That means that 90% of the ideas we tested were killed. You would think a 90% failure rate would be a bad thing, but it’s actually what I’m most proud of.