Watch What They Do, Not What They Say

The closing discipline: users' words are a weak signal, their actions are a strong one. Someone who says 'I love it, I'd definitely pay' has told you nothing. Someone who prepays, signs a letter of intent, or introduces you to their boss has told you a lot.

So push conversations toward commitment and action. Ask for a deposit, a pilot agreement, a scheduled onboarding, an intro to the budget holder. The size of what they'll actually commit measures the pain far better than any enthusiasm in the room.

Once the product exists, the same rule applies to data: retention curves and usage tell you what interviews can't. Interviews explain the why behind the numbers; the numbers keep the interviews honest. You need both, but when they conflict, believe the behavior.