Instead of a self-serve model, Superhuman used mandatory, 1-on-1 onboarding to ensure every user was deliriously happy. This allowed them to control the narrative, identify every bug, and turn early users into powerful net promoters, justifying the high initial cost.

Companies develop generic, ineffective messaging when trying to appeal to everyone, including hypothetical future personas. Real differentiation is a strategic choice to narrow your focus and clearly define who your product is *not* for.

Many businesses believe any paying customer is good. This 'serve everyone' mindset is costly, leading to unprofitable projects and diluted messaging. Strategically defining who you *don't* serve is as important as identifying your ideal client, as it focuses resources and sharpens your value proposition, attracting the right audience.

Beyond protecting a "secret sauce," early enterprise customers are often reluctant to grant logo usage rights because they fear their own customers will lose confidence if they see them relying on a small, unproven startup for critical infrastructure.

Coterie maintains its premium brand status by systematically rejecting initiatives that don't meet an extremely high bar. If a new product isn't 'demonstratively better' or in direct service to the customer, the company kills the project, protecting its brand and focus.

It's common to vet investors, but founders should apply the same rigor to their first customers, especially in enterprise. Early customers are not just revenue sources; they are innovation partners who shape your product. Choosing partners who share your vision and will collaborate deeply is crucial for success.

Early in its journey, HubSpot secured a deal with Meta that would have doubled its quarterly revenue. However, founder Brian Halligan tore up the contract because Meta was far outside their ICP. Servicing them would have derailed the product roadmap and company focus, ultimately destroying the business.

Don't treat all "somewhat disappointed" users equally. Superhuman only acts on feedback from the subset who still identify the core benefits loved by fanatics. This ensures roadmap items will resonate deeply and successfully convert them into advocates.

1mind's founder obsesses over the end buyer's experience, not just their direct customer's (the seller). They deliberately avoided building a popular outbound AI SDR tool because it creates a negative buyer experience. This long-term, end-user focus builds a better, more defensible product.