How My Clothes-Obsessed Ex Accidentally Showed Me the Secret to Product Validation
Earlier this year, I quit my job to build a SaaS. My first idea flopped. Why? Because I didn’t truly validate the market or figure out how I’d stand out against competitors. And when I say validate, I mean I barely scratched the surface. One afternoon, I glanced up from my laptop and asked my girlfriend at the time, “Scrolling TikTok again?” But she wasn’t. She was hunting for the perfect brown jacket. Over the following weeks, I got curious about her process. Here’s how she shopped: - She defined exactly what she wanted (Brown Long Jacket, quality fabric, specific look). - She scoured the web and saved options to wish lists. - She’d use those wish lists to get notified when items went on sale—sometimes that even prioritized which jacket she bought first. - She compared them over weeks—sometimes months. - And only then, she made her purchase. At one point she told me: “I only want to buy one brown jacket for life, so it needs to be pretty much perfect.” That was her standard—one jacket for life. A high bar, maybe unrealistic, but it fueled her obsessive search online and in-store. That’s when it really dawned on me: she had spent more time researching a single jacket than I had spent validating my entire SaaS idea. I’d already sunk around $25k into it, while she wouldn’t have spent more than $1,000 on the jacket. The contrast was sobering—she put weeks into a single decision, and I had thrown money and time at mine in a rush. Her approach wasn’t complicated. It was just careful, consistent, and intentional. She explored with curiosity until she was confident in her decision. Meanwhile, I had rushed headfirst into building—without even a fraction of that effort. The lesson? If you want to validate a product, act like you’re buying your one jacket for life. Set high standards, dig deep, track signals (like wish list alerts), compare the options, and only commit when you’re sure you’ve found the right fit.