You think you’re assessing product knowledge.
You’re not.
You’re assessing background.

There’s a difference.
A big one.

Here’s what real product knowledge looks like:

• Technical understanding — how the product actually works, not just what it does.
• Customer environment knowledge — understanding the buyer’s world, not just their title.
• Problem-solving linkage — connecting features to real business outcomes.
• Industry fluency — speaking the language buyers trust.
• Buying process awareness — knowing how and why decisions happen.

Now here’s the catch:
You shouldn’t expect candidates to know this about your product yet.
That’s unrealistic.

But —
You absolutely should expect them to explain all of this about the product they’re selling today.

Product knowledge isn’t a job title.
It’s a way of thinking.
It’s a learning muscle.

And you should be hiring for it — every time.