Daniel AndorProduct Design Expert | Founder, Durran · Founder @ Durran | Structured Product Design that drives activation & retention

Focusing Product Development on Core Customer Groups #startupfounder #uxdesign

27 Jan 2026 · 1 min

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In this monologue, the speaker explains how their team performed an internal strategic shift to identify the product's core strengths, technology advantages, and unique selling propositions (USPs) in order to focus development on a single primary customer segment. They describe the painful trade‑off of committing to one group—recognizing that while the product can be sold to anyone, they will not build features for every possible user. This clarity becomes a decision filter during iteration: each potential feature or request is evaluated against whether it serves the chosen core segment or is merely noise that could distract the team.

Chapters

This had to be an internal change where we had to internally decide, okay, where are our strengths in the product? What are our technology advantages and USPs against maybe other products that are in the market? And how can we leverage them the best? When we did this turn, it was very painful, right? Because deciding for one customer segment means that we're not building for anyone else. Mm-hmm. So at one point we said, okay, we're building for customer group X, but we're selling to anyone if they want it and if they need it and if it also fulfills their use case. That's completely fine, but we're not going to build for them. And this clarity, saying this to us when we're iterating on a product, we're like, okay, is this important for the exact customer group that we want to build for, or is it noise that comes from the side which distracts us? And this question you always need to ask yourself.