principle four DON’T COMPROMISE FOR ONE CUSTOMER Every company is lured towards closing a deal with that one big logo. This can be especially true for companies in the early stages of growth. Be careful not to fall too deeply in love with the idea of this customer, as it can lead you away from your initial focus and vision. Tailoring your product to meet that one customer’s specific needs can undermine its overall success. In general, users want applications that are simple to learn, easy to get addicted to, and offer the same experience on all devices. When wooing users, give them the option to try before they buy. If they offer feedback, take it into strong consideration as you build and release new iterations.