Will people actually be willing to reach into their wallets and pay for your product?
If you ask your potential customers whether they would be interested in buying your product, you will most likely get positive responses. Now, if you ask the same people to show you the money and pay for it now, a fraction if any will do it. Do not trust people’s words; we want to get people to put money behind their words.
Validating willingness to pay requires strong evidence. You want your potential customers to put skin in the game. Your goal is to get users to actually commit to buying your product – or at the very least to get them to express a strong interest in it.
Once you have proved your customer’s willingness to pay, you have nailed the cornerstone of product-market fit.
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