Sometimes your best customers barely use your product
Some of my best customers barely use the product. That sounds terrible until you realise they may be getting exactly what they paid for.
Hey, I’m Tariq 👋
I’ve spent the last 18 years founding and building companies across private aviation, services, ecommerce and SaaS — some to six figures, some to seven.
Along the way I’ve collected a few wins, an impressive number of mistakes and enough fuck-ups to know that most things look much simpler in hindsight.
I write about solving problems, building product, running paid demand campaigns and how I'm deploying...or more likely playing with Gen AI.
Oh and I write whilst the work is still raw, no theatrical bullshit, far too much writing is polished backwards these days.
Just a dad/founder chewing glass, enjoying the process and sharing his thoughts.
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Latest
Aug 20
Sometimes your best customers barely use your product
Some of my best customers barely use the product. That sounds terrible until you realise they may be getting exactly what they paid for.
3 min read
Aug 08
I analysed 50,000 empty legs and realised we were solving the wrong problem
Empty Leg Finder V2 is live. People are paying for it, the product works, and I’m currently working out
9 min read
Jul 28
Why did I start this site?
I have forgone coming up with a fancy hook to draw you in. The temptation was there, but sometimes you
3 min read
Sep 13
Letting go of desires
Originally published September 2025. Part of the Archived Essays collection.
During my Sunday reflection, I revisited a quote from James
2 min read
Sep 10
When execution becomes cheap
Originally published September 2025. Part of the Archived Essays collection.
“Holy shit.”
Those were the first words out of my
4 min read