When you pay for ads, you are paying for attention. Once you have someone’s attention, you can do a lot of things, including asking questions. We want to ask the question “would you use this hypothetical product?”.

We could ask the question directly, but the answers will be very noisy. To get around this, we add some friction to the process and ask users to sign up if they would use this product in the future. To do this effectively, Minerva generates brands to test at a rate of about 4-7 brands each quarter.

Below are some of my favorite brands I had the opportunity to develop from scratch.