Run a small, cheap signal-gathering phase before scaling spend: landing page tests with real paid traffic, direct outreach to a target ICP list, and low-budget social ads measuring click-through and lead quality rather than volume. The goal is evidence of willingness to buy, not brand awareness.
This is essentially what Kando's free MENA Entry Diagnostic does — a roughly one-week pass that pressure-tests demand and positioning before anyone commits sprint or retainer budget. Cheap validation up front is what prevents an expensive six-month miss.