Founders often bring immense passion to their ventures, deeply believing in their products or services. However, passion alone doesn’t guarantee success. A major pitfall for many founders is misunderstanding customer needs and failing to incorporate design thinking—a problem-solving framework that prioritizes the end user.
The result? Products or services that miss the mark, alienate their audience, and fail to gain traction. Here’s a closer look at the common mistakes founders make and how embracing design thinking can transform their approach.
1. Assuming They Know the Customer’s Needs
Founders often think they know what their customers want because they’re deeply immersed in their industry or because they’ve experienced the problem firsthand. While this personal insight can be valuable, it can also lead to assumptions that don’t align with broader customer needs.
The Problem:
Without validating assumptions, founders risk building something that doesn’t resonate with their audience.
The Fix:
- Conduct empathy-driven research, such as interviews, surveys, and observation, to understand customer pain points.
- Avoid projecting personal preferences onto your audience—let their feedback guide the development process.
- Create user personas that represent different customer segments to ensure diverse perspectives are considered.
2. Skipping the Problem Definition Stage
Many founders jump straight into creating a solution without fully understanding the problem they’re trying to solve. This leads to products or services that address symptoms rather than root causes.
The Problem:
A poorly defined problem results in a poorly designed solution, which may not solve customer pain points effectively.
The Fix:
- Use design thinking’s problem definition stageto clarify what you’re solving. Ask, “What is the core problem from the customer’s perspective?”
- Reframe the problem to focus on the user’s experience. For example, instead of “How do we sell more shoes?” ask, “How do we make finding the perfect pair of shoes easier for customers?”
- Validate the problem with potential users before moving to the solution phase.
3. Designing for All, Not a Specific Audience
In an attempt to capture a large market, many founders design products or services for "everyone." This lack of focus leads to diluted offerings that fail to meet the specific needs of any group.
The Problem:
Trying to appeal to everyone often results in a product or service that resonates with no one.
The Fix:
- Narrow your focus to a specific target audience or niche.
- Use design thinking to empathize deeply with this audience and design for their unique needs.
- Once you’ve gained traction in one segment, consider expanding to adjacent markets.
4. Overengineering the Solution
Founders often fall into the trap of adding unnecessary features or complexity to their products, believing that more is better. This can overwhelm users and obscure the core value of the offering.
The Problem:
Over engineered products are harder to use, more expensive to develop, and less likely to address the primary customer need effectively.
The Fix:
- Use the prototyping stageof design thinking to develop and test lean, focused solutions.
- Ask, “What’s the minimum functionality required to solve the problem?”
- Focus on delivering one exceptional feature rather than a collection of mediocre ones.
5. Failing to Iterate
Some founders treat their initial product or service as the final version. They resist change, either because they’ve invested heavily in development or because they’re too attached to their original vision.
The Problem:
Products or services that lack emotional resonance fail to build loyalty or stand out in competitive markets.
The Fix:
- Use design thinking’s empathy stageto understand customers’ emotions and desires.
- Focus on creating experiences that surprise and delight users.
- Pay attention to details, such as aesthetics, packaging, and customer interactions, to foster a positive emotional connection.
6. Ignoring the Emotional Aspect of Design
Many founders focus exclusively on functionality, overlooking the emotional connection that great products and services create. Design isn’t just about solving problems—it’s also about creating delight.
The Problem:
Over engineered products are harder to use, more expensive to develop, and less likely to address the primary customer need effectively.
The Fix:
- Use the prototyping stageof design thinking to develop and test lean, focused solutions.
- Ask, “What’s the minimum functionality required to solve the problem?”
- Focus on delivering one exceptional feature rather than a collection of mediocre ones.
7. Underestimating the Power of Feedback
Some founders are hesitant to seek feedback early, fearing criticism or rejection. Others collect feedback but fail to act on it, dismissing it as unimportant or irrelevant.
The Problem:
Ignoring or avoiding feedback leads to products or services that don’t meet customer expectations.
The Fix:
- Actively solicit feedback from a diverse group of users, including potential customers, early adopters, and skeptics.
- Use feedback to identify patterns and prioritize improvements.
- Remember, feedback is not a personal critique—it’s a tool for growth.
8. Lacking a Holistic Approach
Founders sometimes focus narrowly on one aspect of their offering, such as functionality or pricing, while neglecting the overall customer journey. This fragmented approach can create disconnects in the user experience.
The Problem:
A lack of cohesion in the product or service design can confuse customers and erode trust.
The Fix:
- Map out the entire customer journey, from discovery to post-purchase support.
- Use design thinking to align every touchpoint with customer expectations and needs.
- Consider how different elements—such as design, branding, and customer service—work together to create a seamless experience.
9. Overlooking Accessibility and Inclusivity
Founders often design for the "average" user, overlooking the needs of people with disabilities or those from different cultural or socioeconomic backgrounds.
The Problem:
Excluding certain groups limits your potential market and creates barriers to adoption.
The Fix:
- Ensure your value proposition aligns with the actual capabilities of your product or service.
- Use design thinking to validate that your offering consistently meets or exceeds customer expectations.
- Underpromise and overdeliver to build trust and loyalty.
10. Misaligning Product and Brand Promise
Sometimes, the product or service doesn’t deliver on the expectations set by marketing or branding. This creates a disconnect that erodes trust and damages the brand.
The Problem:
Customers feel misled when the offering doesn’t live up to its promise, leading to dissatisfaction and poor retention.
The Fix:
- Use inclusive design principles to ensure your product or service is accessible to as many people as possible.
- Test your offering with diverse user groups and incorporate their feedback.
- Make inclusivity a core value of your design process, not an afterthought.
Final Thoughts: Embrace Design Thinking to Align with Customer Needs
The foundation of a successful product or service is a deep understanding of the customer. By embracing design thinking, founders can prioritize empathy, collaboration, and iteration, ensuring their offerings solve real problems and create meaningful experiences.
The takeaway? Don’t build for your customers—build with them. By involving your audience at every stage of the process, you can avoid common pitfalls, create products that resonate, and foster long-term success.