The Dangers of “Interesting” Product Features

“Interesting” is a distraction. Watch out. – Etienne Garbugli, HireVoice Co-Founder

The problem

When we started working on HireVoice, the HR and recruitment industry was buzzing about employer branding. There were books being published, conferences being organized, and professionals were raving about its potential.

For the first few months of the company, we pitched professionals with a way to harness their employer brand. Everyone we met thought it was “really interesting.”

We started building our first minimum viable product because it felt like we were on the right track, but our solution turned out to be just interesting. Prospects were not lining up to buy our product.

In retrospect, the opportunity to learn about a hot topic was probably more enticing than our solution. “Interesting” was a false signal; a grey zone. With product-market validation, you want to avoid grey zones and get clear yes or no.

The solution

Explore a larger set of problems. Focus on the real pains and throw away the personal interests.

You’re looking for honest validation. Prospects should purchase the solution for the value it provides, not its bells and whistles.

There’s a reason why so many B2B solutions have large market shares in spite of terrible product user experiences. B2B buyers buy a return on investment, not an interesting feature set.

⚡⚡ Enjoyed this content? I go into way more detail on this subject in Lean B2B. It covers the ins and outs of finding traction in the market for B2B products. Check it out »

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