Interesting vs Interested: A Crucial Distinction for Product Leaders

Many founders and product leaders launch products that underperform, despite early signs of validation. A key issue in customer development that contributes to this is confirmation bias.

This often boils down to the subtle but crucial difference between two words: "interesting" and "interested."

Understanding "Interested"

In the realm of sales, "interested" is a term used to qualify potential customers. When someone is interested, it means they see a solution to a problem they have and want to learn more about how your product can help them. They express genuine curiosity and consideration about how your product can solve their specific issues.

The Trap of "Interesting"

On the other hand, "interesting" can be misleading. When potential customers say your product sounds interesting, they might merely be expressing polite curiosity. This often happens in the early stages of customer or product development. As a CEO or VP of product, you might reach out to potential buyers and hear responses like, "That sounds really interesting, I'd love to hear more."

These conversations might feel positive, but they rarely progress to deeper, more meaningful discussions. Instead of exploring the specific problems your product solves, current solutions, the costs involved, and potential savings or benefits, the conversation stalls at a surface level.

Dig Deeper with

Qualifying Questions

To move beyond superficial interest, you need to ask qualifying questions:

What problems would this solve for you?
Are you currently trying to solve these problems in another way?
What are you currently spending to address these issues?
What are the costs and opportunity losses associated with these problems?
What would you be willing to pay for a solution?

Without these deeper questions, you only have a subject matter expert who finds your product novel. They might take your call out of professional curiosity, but they have no intention of buying.

The Consequences of Mistaking Interest for Validation

This mistake happens often. Founders gather feedback from people who say their product is interesting and assume they have validation. However, when the product launches, it doesn't perform as expected. Despite positive feedback during the development phase, the product fails to gain traction.

Recognizing Genuine Interest

In contrast, genuine interest involves potential buyers who are qualified for pain and economic impact. They ask questions about when the product will be available, how it integrates with existing systems, and what it might displace. They are actively seeking solutions and showing signs of readiness to buy.

Avoiding Confirmation Bias

To avoid confirmation bias, it's essential to differentiate between those who find your product merely interesting and those who are truly interested. Look for signs of genuine interest:

Engagement: Are they asking second-level questions?
Urgency: Are they inquiring about timelines and availability?
Integration: Do they want to know how it fits with their current systems?

As you take products to market, ensure you're getting beyond initial curiosity. Push for deeper engagement and qualifying questions to validate true market interest.