Entrepreneurs are often advised to dream big and surround yourself with people who always root for your success. But when it comes to testing new products and ideas, Adam Callinan suggests a different approach: keep those who always boost your ego out of the process.

“Yes, take the positive feedback from your parents with a grain of salt,” he writes in Test Your Idea With These Simple and Inexpensive Steps.

In this Google Hangout, the co-founder of BottleKeeper and founding partner of Beachwood Ventures reveals how to test the market value of a new business idea on anyone. He says this critical exercise is the only way to bring out "the moment of truth."

Related: When Ego Is the Enemy