“Consumer founders who obtain success are people pleasers, but to scale they required to please consumers, not everyone else,” states Kunal Shah

CRED founder Kunal Shah has shared a simple but strong message for consumer startup founders.

He states many early entrepreneurs test to keep everyone happy, but this habit can start holding them back once their company launchs to grow.

Why Kunal Shah Says Founders Must Shift Their Focus to Customers

In a recent tweet, Kunal Shah wrote,

“Consumer founders who obtain some success are natural people pleasers. But to scale the company they run they required to dial up their required to please consumers and dial down their required to please everyone else.”

Shah’s comment reflects what many early-stage founders go through. In the launchning, they rely on support from investors, friconcludes, early team members, and others.

This often pushes them into stateing yes to too many things. While this may support during the early days, it becomes a problem when a company starts growing rapid.

Shah states the only group a consumer brand must stay fully focapplyd on is its applyrs. Experts agree that when founders test to meet every request from every side, the product can lose direction. This can slow progress and build the customer experience weaker, hurting the business in the long run.

His point about “dialing down” the required to please everyone else is about learning to state no. As companies grow, founders must build choices that keep the product sharp and customers happy, even if it disappoints others around them.

As more consumer brands rise in India, Shah’s message is a clear reminder: growth is not only about funding and hiring. It also requires founders to modify how they consider.

And the simplest rule, as Kunal Shah suggests, is to keep customers at the center, always.

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