Desirability
Desirability assumptions are the assumptions product teams make about why they think someone will want their solutions. These assumptions go beyond simply asking if customers want the solution to include assumptions about what customers are willing to do to get value from the solution.
Why isn't it enough to just ask customers if they want a solution?
It's easy to fall into the trap of thinking there is only one desirability assumption: Our customers want our solution. But asking customers if they want something leads to unreliable answers about future behavior.
The challenge is that it's not enough for customers to want a solution—they also have to be willing to do the things needed to get value from it. If customers aren't willing to take the required actions, the idea is dead in the water.
For example, you might want to share an article with a friend, but if you're not willing to look up that friend's email address, it doesn't matter how much you want to share the article—you're not going to do it.
Why should product teams start with desirability assumptions?
Product teams should start with desirability assumptions. If somebody critical to the success of a solution isn't willing to do their part, the idea will fail. The product graveyards are littered with excellent technology that was easy to use that nobody wanted.
Desirability is one of five key types of assumptions—along with viability, feasibility, usability, and ethical—that product trios must evaluate when testing ideas.
Learn more:
- Assumption Testing: Everything You Need to Know to Get Started
Related terms:
- Assumptions
- Viability
- Feasibility
- Usability
Last Updated: October 25, 2025