Mistake #4: Only Looking at Competing Products (Instead of Listening to Your Customer)

When you’re building a brand, it’s natural to keep an eye on your competitors. What are they selling? How do they price their products? What packaging are they using? Competitor research has its place — but the mistake is letting it become your main focus, instead of paying attention to the people who matter most: your customers.

The Trap of Competitor Obsession

I’ve seen founders (myself included) fall into this trap. You scroll through Amazon listings, take screenshots in retail stores, and spend hours comparing ingredient decks and price points. It feels productive because you’re “doing research.” But here’s the danger: competitors don’t buy your product — customers do.

If you only copy or react to competitors, you’re always a step behind. You’ll end up looking like a knockoff, chasing their moves instead of creating your own lane. Worse, you’ll miss opportunities to connect with your audience on a deeper level because you’re too busy copying what others are doing.

Customers Give You the Real Answers

The most valuable insights come from talking to the people who actually use your products. Customers will tell you what they care about, what frustrates them, and what makes them come back. Sometimes their answers have nothing to do with what competitors are doing.

For example, I once assumed that a new formula had to beat the competition on strength and performance alone. But when I spoke with actual buyers, I learned they valued ease of use and clean packaging just as much. The feedback shifted how we positioned the product — and it started selling far better once we spoke their language.

Why Listening Wins

When you focus on customers, you uncover insights that competitors can’t copy. You learn their routines, their motivations, and their pain points. That knowledge lets you create a product experience that feels made for them — and that’s something no competitor comparison chart can teach you.

A great example is when we launched a natural insect control line. Competing products all bragged about “kills fast” and “powerful formula.” But when we asked parents and pet owners, their biggest concern wasn’t speed — it was safety. They wanted something effective but also gentle enough to use around kids and animals. That insight shaped everything: the messaging, the packaging, and even the way we demoed the product online. Sales grew because we were solving their problem, not just fighting the competitor’s battle.

Use Competitors for Context, Not Direction

What to Do Instead

1. Talk to Customers Early and Often — Surveys, reviews, in-person conversations. Don’t guess. Ask.

2. Watch Behavior, Not Just Words — Do they reorder? Do they gift your product? What gets them excited?

3. Use Competitors for Context, Not Direction — Know what they do, but don’t let them set your strategy.

4. Build Around Needs, Not Trends — Customer pain points are more reliable than competitor fads.

   
   

The Takeaway

Competitor analysis can inspire you, but it should never be the foundation of your brand. The real foundation is your customer. Listen to them, build for them, and let their feedback guide your growth.

Embracing Customer-Centric Strategies

Understanding Your Audience

To truly succeed, you must understand your audience. What are their values? What do they prioritize when choosing a product? By diving deep into their preferences, you can tailor your offerings to meet their needs. This approach fosters loyalty and encourages repeat purchases.

Creating Unique Value Propositions

Your brand should stand out in a crowded market. Focus on what makes your products unique. Whether it’s sustainable sourcing, innovative formulations, or exceptional customer service, highlight these aspects in your marketing. This will resonate with customers who share your values.

Building Strong Relationships

Engaging with customers is crucial. Use social media, newsletters, and events to connect with your audience. Encourage feedback and show appreciation for their support. Building strong relationships will create a community around your brand, leading to organic growth.

Adapting to Change

The market is always evolving. Stay informed about trends and shifts in consumer behavior. Be willing to adapt your strategies based on customer feedback and market demands. This flexibility will keep your brand relevant and competitive.

Conclusion

In conclusion, while it’s important to be aware of your competitors, your primary focus should always be on your customers. By listening to their needs and preferences, you can create products that truly resonate with them. Remember, the key to success lies in building a brand that prioritizes customer satisfaction over competitor comparison.

💡 Founder’s Reflection (Mayer): I used to think the secret to winning was outsmarting the competition. Over time, I learned the real secret was much simpler: ask the customer what they want and give it to them. Every time I shifted focus from competitors to customers, the results spoke for themselves.