Ever stare at your early customer list (or lack thereof) and wonder if you're building something people actually want?

You're not alone.

It's the classic "startup fog" - that disorienting phase where you lack clear data and direction.

We recently spoke with Adam Nathan, who knows a thing or two about cutting through that fog (he built Blaze into a massive success).

His counter-intuitive advice for early-stage founders with few customers?

Stop worrying about the people who don't buy, and obsess over the tiny handful who do.

Adam says the biggest mistake is building something nobody loves. But if even 5-10% of early users show genuine interest or make a purchase? That's not failure, but your first spark.

So, what do you do with that spark? Talk to those customers. No excuses.

Adam insists on asking:

And here's Adam's secret weapon question: "If you had a magic wand, what would you change or add?"

Think of it as "sniffing out" what's working.

You have to lean heavily into that tiny bit of traction. If nothing is working? Be honest and pivot.

As Adam puts it, do you want to stay stuck or find a way out? Wherever you see that sense of traction, even small, it can lead to more.

Once you understand who those early lovers are and why they love you, your job is clear: Go find more of them.

This is exactly what Adam and his team did with Blaze. They saw that small business owners were their "small fire" – the group showing that early love.

They nurtured it, focused on it relentlessly, and grew it into a huge business.

You can apply this same principle, no matter what you're building.