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What if the key to building a great product lies in the feedback of those who don’t use it? According to Emmett Shear, the co-founder of Twitch and former CEO of Twitch Interactive, the most valuable insights often come from people who’ve tried your product—and decided it wasn’t for them.
Photo: TechCrunch
In this article, we’ll explore Shear’s philosophy on learning from rejection, uncover why negative feedback is a goldmine for improvement, and share inspiring examples of companies that turned criticism into success.
Who is Emmett Shear?
Emmett Shear is a tech entrepreneur best known as the co-founder of Twitch, the live-streaming platform that revolutionized online gaming and entertainment. Under his leadership, Twitch grew into a global phenomenon, eventually being acquired by Amazon for nearly $1 billion.
Shear’s approach to product development—rooted in listening to users, even those who reject your product—offers valuable lessons for entrepreneurs and innovators.
The Hardest Feedback Is the Most Useful
In the early days of Justin.tv, Shear’s team wasn’t just competing with one platform—they were up against several. Platforms like Ustream, Own3D, and YouTube were already established.
People who tried Justin.tv had options, and many chose to go elsewhere. Rather than getting defensive, Shear leaned in.
He reached out to users who rejected Justin.tv and asked them one critical question: Why didn’t you stick around?
Some users didn’t hold back. They pointed out buffering issues, clunky user interfaces, or problems with finding the content they wanted. Others complained about the stream quality or the community experience. While this feedback was tough to hear, it was exactly what the team needed to move forward.
Shear’s philosophy is simple but powerful:
“The people who have chosen to not use your product, especially if they’ve deliberately looked at your product, decided it sucked, and went somewhere else, are like some of the best people to talk to, because they know what’s wrong with it.”
Imagine if Netflix ignored its users in the early 2000s. When streaming first launched, customers complained about slow load times and limited content. Rather than brushing it off, Netflix used that feedback to fine-tune its technology, invest in original programming, and build the seamless user experience we know today.
Why Critics Provide Better Insight Than Fans
Fans are great, but they tend to focus on what’s working. They’ll cheer you on for your wins but won’t always tell you where to improve. Critics, on the other hand, have no reason to sugarcoat their feedback. They’ve already left—or are on the verge of leaving—and they’ll tell you exactly why.
Take the example of Slack. In its early days, some users found Slack’s notifications overwhelming and its integrations confusing. The Slack team paid attention to these critiques, simplified their interface, and made notifications more manageable. As a result, Slack went from a promising tool to the gold standard for team communication.
Critics help you see what’s not working from a fresh perspective. While it can be painful to hear, that’s exactly the kind of insight that can transform your product.
How to Turn Negative Feedback into Positive Growth
Listening to critics isn’t enough—you need a system for acting on their feedback. Here’s a simple framework inspired by Shear’s approach:
1. Ask the Right Questions
When you encounter someone who left your product, ask thoughtful questions like:
What frustrated you most?
What would have made you stay?
Did you find a better alternative? If so, why was it better?
This helps you uncover not just the surface issues but the underlying problems.
2. Dig into Patterns
One user’s complaint might be an outlier, but if multiple people say the same thing, it’s time to pay attention. Shear noticed recurring complaints about Justin.tv’s stream quality, which became a priority for improvement.
3. Iterate Constantly
Make small changes, gather more feedback, and iterate again. Twitch’s evolution was a continuous loop of feedback and adjustment, which is why it eventually became the go-to platform for live streaming.
4. Thank Your Critics
Critics are doing you a favor by providing free advice. Thank them for their honesty and let them know how you’re addressing their concerns. This can turn a frustrated user into a loyal advocate.
Success Is Built on Failure—and Feedback
Shear’s willingness to embrace criticism wasn’t just about improving Justin.tv. It was about creating a culture where feedback became a tool for growth. That mindset helped the platform evolve into Twitch, one of the most successful live-streaming services in the world.
The next time someone tells you why your product “sucks,” don’t brush it off. Listen. Dig deeper. You might just uncover the insight that takes your company to the next level.
As Emmett Shear learned firsthand, your harshest critics may be the ones who help you win.
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