Originally published on Medium.

A startup is an organization formed to search for a repeatable and scalable business model. Steve Blank.

In other words, if a startup project is successful, it will go through two distinct phases:

• First, the search for the product-market fit. That is, to propose a product that meets a need in a new or existing market,
• Then, the search for a business model, the scaling up and optimization (product, process, acquisition etc.).

So you want to launch a startup? Not all the advices people give you apply to your project and each phase will face unique challenges. Today, we're going to take a look at 6 principles you can apply during your early stage to achieve what should be your only goal: making a product that people love.

Apple's garage, Palo Alto

1. Talk (all the time) to your users

The entrepreneur must believe in his convictions and nurture a long-term vision. Most importantly, he must develop his empathic capacity to confront his beliefs with reality before even starting to develop his offer.

The user of your solution will always be right. Listen to them, without trying to convince them that your solution is the best, but to work on your vision and comprehension of the market. Get to the bottom of the problem by always asking "why" and don't be afraid to question yourself.

2. Prototype, iterate & test rapidely

The entrepreneur's job in the early stages of his business is to put a prototype in the hands of his user to validate or invalidate his idea. Your user responds positively? Continue and improve your product. Otherwise, start over.

Creating a 100% functional product from the very beginning is the most expensive way to test a hypothesis. You should move forward by hypothesis validation, by incrementality and isolate if possible what you are testing to limit bias.

3. Avoid the trap of performance indicators

Performance indicators are useful when it comes to growing or optimizing your business. But if your product is still in the building phase, then you need to value usage understanding; obsessive measurement is toxic.

For the moment, leave aside google analytics and mixpanel because you will lose precious time. Observe, ask questions and listen. The ability to learn faster from your customers is the essential competitive advantage that startups must have.

4. Build with a community

Don't waste time prospecting for new customers with an average product. Keep the ones you already have and integrate them into your development process to co-construct.

Choose a niche, be very close to your community and engage them at every opportunity. Your beta testers are your most valuable asset as they allow you to increase your knowledge.