Introduction

Great products don’t try to please everyone - they win by picking a side. If nobody hates what you built, nobody will love it either.

The Problem It Solves

Most founders try to build for everyone, chasing broad appeal. But in crowded markets, “pretty good” gets ignored. To stand out, products need sharp edges that attract die-hard fans even if it means pushing others away.

Quick Summary

The article uses Elden Ring as an example: a brutally hard game that sold 20 million copies by refusing to cater to casual players. By making the game punishing, it gave a sense of mastery and identity that no easy game could. The lesson is that exclusion can create stronger loyalty than inclusion.

This idea applies beyond gaming. Products like Linear, Owner, and Superposition deliberately restrict options to serve a core group of users better. These trade-offs repel some people but turn believers into evangelists. When markets are crowded with thousands of options, forgettable products die, but polarizing ones survive and thrive.

The “Marmite principle” explains it best: it’s not about everyone liking you, it’s about a small group loving you. Identity spreads more than broad appeal. The founder’s real job is to define clear trade-offs, build products that filter, and double down on what makes them different - even if that means being hated by some.

Key Takeaways

• Building for everyone usually means building for no one.
• Sharp trade-offs create strong emotional moments and user identity.
• Polarization is better than being forgettable.
• Fans who love you deeply are more valuable than a large group who thinks you’re just “ok.”
• What people hate about your product can become your biggest strength.

What to Do

• Write down and share the trade-offs you’re willing to make.
• Build your product as a filter - it should reject the wrong users.
• Use criticism as marketing - let your fans defend you.
• Measure depth of loyalty, not width of user count.
• Lean into your quirks instead of smoothing them out.

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