You Only Get One Chance, OK Maybe One Million

“You only get one chance to shine.” – seemingly everyone

Apparently, the people who tell you that are all like Dr Manhattan – omnipotent beings who exist at all points in space and time. To those people, everything exists in the now. I don’t mean it the way the Buddhists mean it. I mean it in the “what have you done for me lately” sense. There is no planning. There is no consideration for possible factors and influences. There is only how effective you are right now. The very essence of the expression conveys the wholly flawed American ideal of a one-shot deal, as if to say that you must invest all of your soul into one singular contribution to the world and hope you’re not a mosquito on the windshield of destiny. I’m all in favor of poker metaphors, but the “all in” metaphor is tired and inappropriate.

It may be true that we have finite opportunities to impress upon our prospective customers the core value of our products. Retail is a fickle bitch. At its core, though, we must acknowledge the simple reality that we have one first impression on each customer we meet. The other half of that coin is that we are not limited to one customer. The resulting philosophy is closer to Google’s “don’t be evil” sentiment than to the all-or-nothing approach conveyed above. Give your customers a reason to pay you, and they will. Give them enough reasons, and they’ll start advertising on your behalf. Nobody’s going to sign over their first-born and you should back away slowly (and then run in the opposite direction) if you ever encounter this level of adoration. The happy place is in the middle, where customers get what they want, continue to derive meaningful value, and tell all their friends how awesome you are.

The moral of the story, ultimately, is that it’s ok to piss off some customers. Sure, it’s not the ideal scenario, and I recommend attempting to prevent or mitigate it, but don’t move heaven and earth to appease the needs of the few. Accept the reality that you’re going to leave some of your target audience unsatisfied. You can choose to focus on the few complainers or you can focus on introducing your product to the millions of people who don’t know who you are yet. And if you are fielding tons of customer service requests from complainers who are also not paying you, you clearly missed something in startup school. I know it sounds oversimplified, but one way to make money is to charge for your goods & services, and be good to your customers. They’ll thank you by selling your product to everyone they know. If they don’t, there are millions just like them who might.

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