What's one startup lesson you had to learn the hard way?

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Every founder has that one lesson they wish they'd learned earlier.

Mine was realizing that building features is much easier than building something people truly want.

The biggest improvements to our product have come from listening to users rather than guessing what they need.

I'm curious:

What's one lesson you learned the hard way while building your product or startup?

It could be about product, marketing, fundraising, hiring, growth, or anything else.

I'd love to learn from everyone's experiences.

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One lesson that's really changed how I build is this:

Users rarely ask for more features—they ask for less friction.

Early on, I thought adding more functionality would automatically make the product better. But after talking to users, I realized they cared much more about speed, simplicity, and solving one problem really well.

That completely changed how I think about product development.

I'm curious—what's one lesson that changed the way you build products?