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Superhuman Founder Rahul Vohra: How to Decide Which Customers to Ignore

By Rahul Vohra · Leadership · 1 min read

Vohra says trying to please everyone is the fastest way to please nobody. Here is who to listen to.

Key Points

Segment users by how disappointed they would be if your product disappeared
Focus only on users who would be VERY disappointed
Ignore the rest — their feedback will make your product worse

If a user would only be somewhat disappointed without your product, ignore their feedback. It will pull you in the wrong direction.

The Survey

Vohra asks every user one question: how would you feel if Superhuman disappeared?

Very disappointed. Somewhat disappointed. Not disappointed.

The very disappointed users are your core. Everyone else is noise.

Focus on Very Disappointed

Build for the users who would be very disappointed without you.

Their feedback tells you what to improve. Their love tells you what to keep.

When more than 40% of users say very disappointed, you have product-market fit.

Ignore somewhat disappointed users. Their feedback pulls you wrong.

The Courage to Ignore

Most founders try to convert somewhat disappointed users into very disappointed ones.

Vohra says that is a trap. Those users want a different product.

Double down on the people who already love you. Make them love you more.