Rahul Vohra on Choosing Which Customers to Listen To!

Superhuman founder Rahul Vohra believes that one of the hardest parts of building a great product isn’t getting feedback—it’s knowing which feedback to act on. “In a world where you’re drowning in feedback—and most startups are drowning in feedback—you have to filter it down to only the stuff that’s going to increase the number of people who fall in love with your product.”

Many startups make the mistake of listening to every suggestion from on-the-fence customers. This approach, Vohra warns, often leads to a product that tries to please everyone and ends up pleasing no one. His advice: focus on users who appreciate your product’s core benefit and identify what’s preventing them from fully committing.

For Superhuman, that core benefit was speed. “You need to identify the main benefit of your product—and then focus on the feedback of on-the-fence users who also view this as the main benefit,” Vohra explains. “There’s often something small holding them back.”

Users who don’t value that main benefit—like people who wanted Superhuman to prioritize offline capabilities instead of speed—were unlikely to ever become passionate fans. When Superhuman analyzed its user data in 2015, it discovered that the biggest friction point among speed-focused users was the absence of a mobile app. Deeper analysis revealed additional requests such as better integrations, attachment handling, calendaring, unified inbox, and read receipts.

By addressing these issues, Superhuman successfully turned hesitant users into enthusiastic advocates. As Vohra summarized in his Product Market Fit Engine article: “To increase your product/market fit score, spend half your time doubling down on what users already love and the other half on addressing what’s holding others back.”

The key takeaway: focus your energy on the customers who already believe in your product’s main strength. They’re the ones whose feedback can meaningfully improve your product and drive growth.