Mistake #16: Thinking Everyone Will Like Your Product (Instead of Following What Most Customers Actually Like)

In the beginning, founders fall in love with their own idea and assume others will feel the same. We think, “This product is amazing—who wouldn’t want it?”

But the truth is: some people won’t like your scent, some won’t like your texture, some won’t care about your ingredients, and some just won’t be your customer—ever.

Trying to make a product everyone loves usually turns it into something average… and average products don’t win.

The Market Doesn’t Vote Theoretically—It Votes with Behavior

Customers “liking” something in theory doesn’t matter. The only thing that matters is:

• what they actually buy

• what they reorder

• what they review positively

• what they reach for again

Your job isn’t to please everyone — it’s to identify what most customers respond to and double down on that.

Your Personal Preferences Don’t Equal Market Demand

Founders make a dangerous assumption:“I like this scent” → therefore customers will“I think this looks premium” → therefore customers will“I believe this positioning is better” → therefore customers will

But what you like is irrelevant compared to what the market responds to.

I’ve had products I personally loved but customers ignored—and products I didn’t expect much from that became top sellers.

The market decides, not your personal taste.

Follow the Majority Response

Listen carefully:Not every customer has to love your product.But if most do—or even a big enough segment does—that’s success.

Look at what the majority says through:

• reviews

• repeat orders

• sales velocity

• low return rates

• strong feedback patterns

When most customers choose a version (scent, formula, texture), that’s your answer. Even if it wasn’t your favorite.

Data beats feelings. Always.

What to Do Instead

1. Test options before committingDifferent scents, designs, claims—let data decide.

2. Let customers tell you what good isSurveys, samples, early feedback, AB testing.

3. Stop defending what you likeYou’re not the typical buyer.

4. Focus on repeat order behaviorIf they don’t buy again, they didn’t love it.

5. Follow where the majority signals goIf most prefer lavender—sell lavender.

The Takeaway

You don’t need everyone to like your product. That’s impossible.

You only need enough people to love it enough to buy, use, and reorder.

So instead of trying to make a “universally loved” product, build something most people in your target will genuinely choose over alternatives.

That’s how hits are created—not by pleasing everyone, but by listening to what the majority of your customers actually want.

💡 Founder’s Reflection (Mayer):There were times I pushed formulas and scents because I personally liked them. Later I learned the market liked something else more. Eventually I stopped fighting and started following customer behavior—not my own taste. When I leaned into what the majority preferred, sales climbed fast.