Why validation fails in the Philippines, and how to get it right

Learning goal

You followed the playbook, talked to users, built a landing page, maybe even ran ads, but still didn’t get traction.

Sound familiar? Many Filipino founders think they’ve “validated” an idea, but the signals they’re reading aren’t real.

The truth is, validation in the Philippines comes with unique cultural, behavioral, and practical challenges.
Knowing these early helps you test smarter and avoid costly false positives.

Why it matters

1. People will say “yes” to be polite
   Filipinos are naturally supportive and non-confrontational.
   When you ask, “would you use this app?”, they’ll say yes, even if they won’t.

Fix it: Don’t ask if they “like” the idea.
Ask them to click, sign up, or commit to something small.
Real validation equals behavior, not compliments.

2. Asking friends is not validation
   Your barkada or classmates are not your market.
   They’re too close to give honest feedback, and too biased to say no.

Fix it: Talk to strangers in your target audience.
Use Facebook groups, local communities, or niche networks.
If it’s a real pain point, they’ll open up.

3. Confusing interest with demand
   “That's cool” doesn’t mean “I’ll use this.”

Fix it: Look for action:

• Signups

• Pre-orders

• DMs

• Email replies

• Sharing it with others
  These are better signals than likes or polite comments.

4. Skipping the “pain” step
   Many founders pitch too early—before understanding the actual problem.

Fix it: Start with problem interviews.
Ask about what they currently do, what frustrates them, and how they solve it today.
If they’re not trying to fix it at all, it might not hurt enough.

5. Copy-pasting tactics from abroad
   What works in Silicon Valley doesn’t always work here.
   Credit cards are rare, trust is lower, and people may not engage unless they know you.

Fix it: Localize your approach.
Use GCash, COD, or offline meetups.
Validation only works if it matches real behavior in your market.

Quick checklist

• You talked to people outside your inner circle

• You tracked behavior, not just verbal feedback

• You started with the problem, not your pitch

• You adapted to local tools and habits

• You looked for small commitments (not compliments)

What to do next / StellarPH tip

If your validation felt too easy, it probably wasn’t real.
Go back. Talk to new users. Look for pain, not praise.

Validation isn’t about proving you're right.
It’s about discovering what’s true and building from there.