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In the long run, it’s equally important to identify and support your real customers and not try to satisfy people who aren’t the right customers. You want to spend your time and money where they’ll do the most good, and you can’t prioritize effectively if you’re trying to please everybody.

Finding the right customers means spending the time to really understand who your users are and why, and that means spending time studying the people who love your product and the people who don’t. Combine quantitative and qualitative data to get a better picture of who your best customers are and what value you’re providing to them, and don’t be afraid to go after a different customer if it’s absolutely necessary.

For more advice on getting to know your customers, read Cindy’s book, Lean Customer Development: Building Products Your Customers Will Buy, and check out her blog at cindyalvarez.com, which has fantastic posts on customer development, building a culture of research, and product management.