One of the most overlooked truths in business is that your partners often know exactly what they want; you just have to ask the right questions and listen carefully to the answers.

When I was tasked with exploring interest in a new B2B payment solution, my objective wasn’t just to test product concepts. It was to uncover what decision-makers at major enterprises truly value when evaluating financial partnerships.

To do this, I engaged 18 senior leaders across both B2B and B2C environments—executives from some of the world’s most influential companies. Rather than pushing a pre-determined idea, I presented multiple concepts and asked: What resonates? What solves a real problem? What would make you consider a new partnership?

The insights were eye-opening. Nearly all of the decision-makers we spoke with showed strong interest in a potential B2B payment solution. More importantly, they explained what mattered most to them. A particular type of offering stood out because it addressed their biggest priorities—making processes more efficient, easing financial pressures, and strengthening customer relationships.

The lesson for me was simple but powerful: features only matter when anchored to business outcomes. Partners don’t want “bells and whistles”; they want tools that make their operations smoother and their relationships stronger.

What gave me the greatest confidence wasn’t just the enthusiasm for the product concept but the openness these leaders showed toward forming new partnerships with a provider that could deliver it. Trust and strategic alignment mattered as much as the solution itself.

In the end, the client decided to focus on the direction most clearly emphasized by the partner voice: a solution that aligns with market needs while also opening new opportunities for adoption and engagement.

This project reminded me that listening isn’t passive. It’s an active, strategic discipline. When you lean into your partners’ voices, you don’t just validate a product idea—you lay the groundwork for innovation, loyalty, and sustainable growth.