TwinkLabs

Every idea meets its objections. Meet them here first.

TwinkLabs puts what you are planning in front of a panel and asks them what is wrong with it. They will not tell you whether it is a good idea. They will tell you what they would object to, what they would ignore, and where they would walk away.

The panel is invented people. A language model writes each one, either for the audience your brief names or ahead of time for a role or a market we hold, so they are characters rather than people we interviewed. Each finding says how many of the panel raised it, and where we can tell the panel is not the audience you asked for, we say so before you pay.

What it gives you

You submit an idea, a product, a script, or a question. The panel reads it, and what comes back is a pre-mortem: the case against it, assembled before you have spent anything finding it out.

• The objections, and at the two fuller depths, the words of the person who raised them.
• The indifference and the friction, at the two fuller depths: the people who read it and felt nothing, and the gap between wanting the thing and paying for it.
• The failure modes, written as things that could happen rather than things that will.
• Something to check, so you can go and find out whether the panel is wrong.

Who is on the panel

You describe the audience. The panel is written for it, or drawn from a bank we hold for that role or that market: the people who read a consumer product are not the people who read a procurement contract.

They are asked to read it as somebody being asked to pay for it, whether with their own money or money they answer for.

Nobody on the panel is a real person. What they are is a way of hearing the objection before a customer makes it.

What it costs

TwinkLabs is invitation only for now. Once you are invited in, trying it costs nothing: your brief goes to the first 3 of the panel and you read their reactions in full before any card is asked for. The rest of the panel and the written pre-mortem are what you pay for.

One report costs ₹50 for the quickest read, ₹149 for the one we suggest first, and ₹449 for the deepest. You pay in credits and a credit does not expire.

Credits are bought in packs. The smallest is ₹149 for 3 credits, and you can buy a single credit if that is all you want.

What it will never do

It will not tell you your idea is worth doing. There is no mark out of ten and no summary that reads like approval, and every report is checked for them before you see it, because softening a hard answer is the easiest thing in the world to do by accident.

If you want to be told the plan is sound, this is the wrong tool.

It is not open yet

It is being rebuilt, and we will not give a date we might miss. Leave your address and we will write to you when it opens. If you want to ask something, or tell us that something here is broken, put it in the same box. It is emailed to us.

This is not an account and it does not open anything. It is an address on a list, and the only thing it does is get you a message when there is something to say. If you have been invited already, use Your account at the bottom of this page instead.