Segment to Find Who Loves You

A blended score hides the signal. Superhuman's 22% included students, engineers, and customer support folks who were never going to love a $30 email tool, mixed with founders and executives who couldn't live without it.

So the team cut the data by persona and looked only at who answered 'very disappointed'. Founders, managers, executives, and business development people dominated. Filtering the survey to just those personas moved the score to 32% with zero product changes.

The lesson: on the way to product-market fit, you don't need everyone to love you. You need to find the narrow group that already does and orient the company around them. Everyone else is noise, for now.