I think there is also a cohort of customers - people who are really, really attracted to 'new and weird' who are constantly on the lookout for products to fill their super-specific pain point. When something new comes along, they jump on it and get enthusiastically engaged, to the point of likely trying to alter the product direction/roadmap.
Going away from the supermarket example and onto software - it's easy to become engaged with these types of customers, particularly if they are well funded - and lose a connection with the general market.
That is where the real danger lies. Going back to the supermarket - if these customers could affect the Cola recipe, they'd be saying 'maybe add some salt' to tailor to the unique taste they have been looking for. As they increase their purchases when you add the salt, it's easy to think you're finding the market- when in fact you're moving further away from where everyone else is.
Going away from the supermarket example and onto software - it's easy to become engaged with these types of customers, particularly if they are well funded - and lose a connection with the general market.
That is where the real danger lies. Going back to the supermarket - if these customers could affect the Cola recipe, they'd be saying 'maybe add some salt' to tailor to the unique taste they have been looking for. As they increase their purchases when you add the salt, it's easy to think you're finding the market- when in fact you're moving further away from where everyone else is.