There are times, when one day a product we once loved, changes. A feature is removed, a new one is added, or something small shifts. And with that, the whole experience becomes different. Something that once felt intuitive, useful, or enjoyable, now feels disappointing, or even disheartening. It’s not only that the product itself feels diminished, but there is a quiet sense that the creators behind it haven’t really considered us. We don’t feel seen.

This isn’t just a product issue. It’s an emotional issue. When customers don’t feel considered or understood, the brand connection breaks. Loyalty dissipates, and they begin to move toward brands they feel are more attuned to them.

For brands to truly last, they need a community who feels valued and connected to them. A community who naturally advocates for them. A product that brings real value to their lives is the cornerstone of this. Yet too often, brands miss the mark…

When design assumes too much

A few years ago, after a long journey from Costa Rica up to Guatemala City, all I wanted was a cosy evening in and a warm bath. To my delight, the apartment I checked into had one, a beautiful blessing.

I lit a candle, put on a soft music playlist, and went into the bathroom to begin running the water. But as I entered the room, a bright automatic light came on above the bathtub, casting a cold white beam directly over it. There was no switch to dim or turn the light off. It automatically came on with every slight movement, determined to ‘help’.

A bath under interrogation-level lighting wasn’t exactly what I had in mind. So I left the idea behind. One single design choice erased the mood entirely. It didn’t feel thoughtful or attuned to the nuance of how people might use a space. It assumed too much, and didn’t consider enough.

When products forget we’re individuals

As I began settling into my life in Costa Rica, I decided it was time to finally commit to learning Spanish. The language app I was using had recently updated its ‘review’ feature. Instead of revising learned words whenever I chose, the app now restricted when I could revise them based on memory retention research: 4 hours, 12 hours, 24 hours, 6 days, and so on.

What was meant to be helpful instead felt limiting. I wanted to revise the words as and when I chose. And when I looked online, I wasn’t alone. Thread after thread was filled with users who felt frustrated, unheard, and ready to switch apps.

What people longed for wasn’t a smarter algorithm. They wanted the space and opportunity to learn in a way that honoured their own learning style and rhythm. To feel considered as individuals.

This is often where products falter — not in their ambition, but in their assumptions. When creators forget that humans are not data sets, they lose sight of the things that make a product valuable to people.

Where creativity meets service

Many of us create because it feels meaningful, because something within us wants to be expressed. You might even feel you’re at a place where it’s ‘not about the money’, but about creating something that feels true and purposeful to you. And that’s a beautiful place to be. To value purpose, not just profit.

But when we bring something into the marketplace and offer it at a price, we are in some way, doing it for money. And with that there is a responsibility, if we are to really care about bringing goodness into the world through what we create, to care about the people we create it for. Their experience becomes just as important as the idea itself.

The brands that endure are the ones who honour both sides. They create from their own inspired imagination, while remaining attuned and connected to the people they serve. They are both authentically expressed, and deeply of service.

What happens when we listen

When we bring genuine curiosity into the process, we make better products, not from following trends, but from noticing what people genuinely need.

We communicate with more potency. Our brand messages resonate because they reflect real lived experiences our audience relates to.

We build community. When people feel seen and heard, they feel connected to the brand. This connection is what turns customers into a loyal community.

Curiosity is a quiet yet powerful skill. It’s the foundation for empathy, and it strengthens everything a brand creates.

Finding the middle path

There’s a balance to hold here. Lean too far into pleasing people, and our creativity can become diluted — safe, trend-led, or generic. Lean too far into personal vision, and we can lose sight of what people actually find useful or meaningful.

The real magic sits in the middle. In the harmonious dance of creating from your deepest inspiration, while remembering the people you’re creating for. In making something that feels like your soul’s expression, and also feels like it belongs in someone’s hands, home, or daily life. It’s here that products become worthwhile.

Principles for creating products people cherish

LET SERVICE BECOME PART OF YOUR CREATIVE FUEL

There’s a profound sense of fulfilment and freedom that can be found in being of service. In contributing something that makes people’s lives a little more beautiful, restorative, or joyful, and in some way, the world a better place. Let your creations come from a place of love and care for the people you’re here for.

CHOOSE CURIOSITY OVER ASSUMPTION

We’d do better to not assume every idea is the final one. Let your community inspire you. Ask questions. Form a dialogue. Listen with openness. Let feedback sit with you, and incorporate it where it feels aligned. To lead well is to remain empathetic and innately curious about the people you lead.

CONSIDER THE EXPERIENCE, NOT JUST THE PRODUCT

People don’t buy incense, body oils, dresses, or teas. They buy the experiences these things offer. Moments of calm, feelings of embodiment, the joy found in good health.

Creations become their best when we design with the experience in mind. Ask yourself: How will this be used? How will people feel when they use it? How will it benefit their life, both in the moment and over time? How can the product experience be made even more thoughtful, nourishing, or intuitive?

A well-designed product is a whole package: beautiful, functional, sensory, and emotionally resonant.

Tangible ways to apply these principles

FOR PRODUCT DESIGN

• Test your product with 5–10 real customers before launching. Ask how it feels, what’s good, what’s confusing, and what could be improved.

• Add a small ‘human test’ phase to your development process, where you observe how people interact with your prototype.

FOR PACKAGING

• Ask your community which features matter most: sustainability, aesthetic design, refill options, reusability, giftability.

• Include small delights: a thoughtful message on the inside of a lid, dried flowers in your unboxing packaging, a small note sharing your brand’s mission.

• Include details on how to get the best product usage experience. A beautiful example is from Diptyque, who include candle-burning tips on their packaging so customers can enjoy a cleaner, longer, more satisfying burn.

FOR CUSTOMER EXPERIENCE

• In your post-purchase email, offer both a public review option and a private feedback channel. This gives customers a way to celebrate what they appreciate, and a safe space to share honest insights that help you improve.

• Regularly review customer messages, comments, and reviews. Notice what people like, value, and desire. Let this inform what you create next.

FOR MARKETING

• Use phrases your customers use. If reviews often say, “This candle feels grounding”, let grounding shape your story.

• Create one content piece per month inspired by the questions your community asks most.

• Offer opt-outs for sensitive campaigns. Bloom & Wild did this beautifully before Mother’s Day, honouring that the season can be tender for some. Small gestures like this show care, empathy, and trustworthiness.

FOR PRODUCT EVOLUTION

• When considering a new feature, formula, or packaging change, ask your community first. Even a simple Instagram poll can offer insight.

• When changes are made, tell the story of why. Transparency builds trust and helps people feel part of your brand’s evolution.

A final thought

The products we return to again and again, the ones we cherish, are the ones that are both beautiful and useful. They bring real value to our lives in ways that feel deeply considered.

To create something worthwhile is to stay curious, listen deeply, and let your work be shaped not only by what you long to express, but by what people long to receive. It’s not one or the other. It’s the harmonious balance of both.

It’s turning your business into a labour of love. Love for your creative expression, love for the people you serve, and love for the world you aim to make better through those precious creations.