The True North for Startups: Customer Obsession

Startups that obsess over their customers are the startups that succeed.

It’s easy to say but harder to live. I’ve learned that the hard way.

When Brendan and I started Wistia, it was all about the customer. Every decision came from listening directly to their needs. If something wasn’t working, we fixed it. If something was confusing, we simplified it. Staying close to the customer was how we survived.

But scaling? That’s where it gets tricky. You hire more people. Processes take over. Suddenly, you’re making decisions based on assumptions instead of direct feedback. You think you’re still connected, but you’re not. That’s when things start to break.

Here’s what I’ve learned: staying close to your customer isn’t optional. It’s the foundation. At Wistia, we’ve built systems to ensure we never lose that connection—customer calls, data dives, product feedback loops. And we make it everyone’s job to stay engaged, no matter their role.

Eric Paley from Founder Collective summed it up perfectly on our most recent episode of Talking Too Loud: “If your True North is your customer, everything else falls into place.” That’s the secret. Every decision, every investment, and every new feature should start with them.

And here’s the kicker: when times get tough (and they will), your connection to the customer is what keeps you grounded. It’s how you figure out what’s actually working and where to go next.

If you’re not talking to your customers every week, you’re already behind. 

I’d love to hear how you make it a habit to stay close to your customers.