People with PULL try to buy. People without PULL often sound interested, ask questions, and give positive feedback - but don't initiate purchase-shaped actions.
Rob explores one of the most costly mistakes founders make: confusing enthusiasm with PULL. We explore why things customers say like "This would solve our biggest pain point" or "This would save us millions" often lead founders down dead ends.
Covered in this episode
The difference between enthusiasm and PULL
Why pain points, ROI, and positive feedback are often misleading
What "trying to buy" actually looks like
Why founders waste months chasing prospects who were never going to buy
How to "play dumb" to uncover what customers are really thinking
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