Everyone has ideas.
But not every idea deserves your time, money, or sanity.
Is Your Good Idea A Good Idea? is your no-nonsense guide to finding out whether your “next big thing” actually has legs, before you take the leap.
Packed with 100 brutally honest questions, this book challenges you to stress-test your concept from every angle: demand, competition, scalability, and reality. It’s not theory, it’s a founder-to-founder conversation designed to save you from costly mistakes and get you closer to what really works.
Inside you’ll learn how to:
Validate your idea before spending a cent.
Separate passion from delusion.
Test markets fast with tools you already have.
Build something people actually want, and will pay for.
Whether you’re sketching your first idea on a café napkin or building your fifth startup, this book is a practical, entertaining reminder of a simple truth:
Good ideas survive good questions.
About the book
Over 100 thought provoking questions like these:
Q: Does your idea have a clearly defined path to making money?
Q: Do you have an expert brain to pick?
Q: Can you simplify your idea?
Q: Why won’t a huge corporation build something like this?
Q: Does this business model already exist?
Q: What’s the barrier to entry for competition?
Q: Do you have an exit strategy?
Q: Have you properly considered the cost of things taking longer than you expect?
Craig Rochfort is a creative strategist, brand builder, and serial founder who has spent over two decades turning ideas into things that actually work. As the founder of Jane Fender, a brand and communications consultancy based in Byron Bay, he’s helped startups, corporates, and creators alike test, refine, and launch ideas across industries, from tech to lifestyle, automotive to wellness.
Craig’s career has been shaped by one obsession: what makes an idea stick. He’s seen great ones die from overcomplication, and small ones grow into something remarkable because someone asked the right questions early.
Part designer, part realist, and part provocateur, Craig writes the way he works, with clarity, curiosity, and a bias toward action.
Is Your Good Idea a Good Idea? is his guide for anyone brave (or mad) enough to build something new, written for those who’d rather test their ideas in daylight than watch them fail in the dark.
About the author
Let’s Stay in Touch
This book gives you 100 questions, the kind that force you to think clearly, test early, and get honest about what you’re building. It’s not a lecture or a business-school workbook. It’s a conversation. Each question is short, direct, and a little uncomfortable, just like the best feedback you’ll ever get.