opinions are like assholes—everyone has one. While this might seem blunt, it's true. Too many business owners fall into the trap of asking for feedback from everyone around them—family, friends, acquaintances—hoping to gain insight. While it’s fine to seek opinions, there’s a difference between gathering valuable input and allowing yourself to be swayed by voices that aren’t grounded in expertise or a true understanding of your brand.

Trust Your Gut—But Also Trust the Data

Here’s the reality: you don’t need everyone’s approval. Sure, outside perspectives can be helpful, but take them with a grain of salt—especially if the people you’re asking aren’t part of your target audience or aren’t experts in your industry. Ask yourself:

• Do they know the data?

• Have they done the research?

• Do they understand your market?

  
  

If the answer is no, don’t let their opinions steer your ship. Instead, focus on input that’s rooted in research, experience, and a deep understanding of your brand’s goals.

Validation Is Tempting, But Authenticity Is More Important

I get it—we all crave validation. But when you allow too many outside influences from those who don’t understand your vision, your brand starts to lose its sense of purpose. You start bending to external pressures, diluting what makes you unique and authentic. And authenticity is key—both in life and in branding.

This may sound cliché, but when you stay true to who you are, that’s when you’ll attract the people who resonate with you. This is just as relevant in your business as it is in life. You don’t need to cater to everyone—just the people who truly get what you’re doing.

You Can’t Please Everyone—and That’s Okay

One of the biggest mistakes brands make is trying to appeal to everyone. But here’s the truth: you can’t be everything to everyone. And that’s perfectly fine. Your ideal clients should feel like you’re speaking directly to them, and you can’t do that if you’re trying to cater to the masses.

When you water down your brand’s message to please everyone, you risk losing the very people who would have been your loyal customers. Real power comes from knowing your audience and tailoring your brand specifically to them.

It’s okay if your brother’s best friend’s aunt doesn’t like your content—if she’s not your target audience, her opinion shouldn’t matter. Focus on honing your message, staying true to your values, and building authentic connections with the people who matter.

Making Informed Decisions

So how do you make informed decisions without falling into the trap of relying on everyone else’s opinion? It all comes down to market research. Here are a few steps to guide you in gathering the right data and feedback, so you can make decisions confidently:

1. Define Your Target Audience

Clearly identify your ideal customers. Create customer personas that capture their demographics, values, and behaviors. You can dive deep into creating detailed personas, but start by asking yourself:

• Who are they? (age, gender, location)

• What are their pain points, and how does my product or service solve them?

  
  

Tip: Focus on the customers you enjoy working with and build personas around them. This keeps your brand aligned with what you love to do and who you want to serve.

2. Analyze Your Competitors

3. Collect and Analyze Customer Feedback

4. Seek Industry Expertise

Basically..

Making informed decisions is about finding a balance between trusting your gut and trusting the data. You don’t need everyone’s input to make a decision. What you need is a clear understanding of your audience, solid research, and the confidence to stay true to your brand’s vision.

Your brand’s power comes from its authenticity, not from trying to please everyone. So go ahead—be bold, be clear, and make the decisions that are right for you and your audience. And remember - If you want to make the wrong decision, ask everyone.

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