Cognitive Scaffold

Preparing your thinking workspace

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MENTAL MODEL · M1406

Toothbrush Test

Toothbrush Test
BusinessmediumProduct Management
Included
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Version 1.0.0 · Updated 2026-07-30

CORE DEFINITION

When deciding whether to acquire a company or build a product, ask: Is this something users will use once or twice a day, and does it make their lives better? (Like a toothbrush).

SCAFFOLDING EFFECT

psychology

Reduce cognitive load

Focus on high-frequency, essential needs. Rather than building 'vitamin' products that seem cool but are used once a year, build 'painkiller/toothbrush' products that are even a bit boring but indispensable. High frequency beats low frequency.

anchor

Anchor fast decisions

One of Google's acquisition criteria: products should be used daily like a toothbrush, improve life, and be worth recommending. Emphasizes high frequency, essential need, and stickiness, not just scale.

MINIMUM ACTION

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Practice this model in one real situation:

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Source support: Explicit

  • link
    inc.comhttps://www.inc.com/larry-kim/how-google-s-ceo-only-buys-companies-that-pass-his-crazy-toothbrush-test.htmlZH · Explicit
    verified

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