B2B buyers default to polite positive reinforcement rather than honest feedback
Raaz Herzberg · Building Wiz: the fastest-growing startup in history | Raaz Herzberg (CMO and VP Product Strategy) · Nov 17, 2024 · at 10:45
Raaz Herzberg reflects on lessons learned from customer discovery calls before Wiz's early pivot.
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“Maybe the person on the other end is not gonna tell you, like, they're not incentivized to tell you know what, I don't know what you're talking about. It's really, I guess they felt a bit like me in some ways, and they were like, oh, it's a really smart group of people, I'm sure they're building something interesting, so yeah, interesting. They're not incentivized to, like, really dig deep dive into the problems, right? And so I think that opened up a discussion for us, and we kind of understood that we were listening in the wrong way, maybe that we were looking for, like, positive reinforcements, but not really listening intently to, like, signs of deep enthusiasm”
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