From Compliments to Commitments: Turning Customer Conversations Into Real Progress

How to Move Beyond Polite Words and Get Real Buy-In for Your Idea

It’s easy to mistake a friendly nod or a kind word for genuine interest. But in business, real progress is measured by action, not affirmation. The Mom Test teaches that the most important outcome of any customer conversation is a clear next step—a commitment that costs the customer something. This could be time (a follow-up meeting), reputation (an introduction to a colleague), or money (a pre-order or deposit). If you leave a meeting without a next step, you’ve learned nothing new.

Many founders fall into the trap of 'zombie leads'—prospects who keep agreeing to meet but never move forward. The solution is to push gently for advancement: 'What would it take for you to try this?' or 'Who else on your team should I speak to?' If the answer is vague, it’s time to move on. Real interest is always accompanied by real investment.

Case studies show that companies who adopt this mindset close deals faster, pivot more confidently, and waste less time on dead ends. The Mom Test provides scripts, checklists, and frameworks to ensure every conversation leads to progress. By focusing on commitments, not compliments, you’ll build a stronger, more resilient business.