Sometimes, the real growth in a startup doesn’t come from building something new. It comes from seeing your product clearly and being willing to adjust your aim.
In this episode, I speak with Alex Boyce, co-founder of Fuzey, about how a platform built to help solo business owners began to gain momentum with small service teams. This wasn’t a sudden pivot or a complete rethink. It was a steady process of listening, observing and gradually narrowing focus to align with the customers who were getting the most value.
It’s a story about traction, clarity and the discipline required to act on what you see, even when it challenges your original assumptions.
Noticing the shift
Fuzey began with a clear purpose. The team wanted to help independent professionals handle customer communication more efficiently. They offered a centralised inbox, booking tools, messaging, quotes and payments, all in one place. The platform was designed to ease the administrative load for people doing everything on their own.
What they didn’t expect was how quickly small teams began adopting the product. From dental clinics and garages to cleaning services and electrical firms, these were businesses with a few staff, a regular flow of customers and a shared need for clarity in day-to-day communication. The product fit, even though they were not the original audience.
Alex explains that they did not ignore these signals. They leaned in, looked closer, and began to ask better questions.
Realigning the focus
The product didn’t need to be reinvented. The use case was already strong. What Fuzey needed was a clearer lens through which to see its users and a sharper way of explaining its value to the people it served best.
The team updated how they spoke about the product. They made small adjustments to onboarding, clarified core features and prioritised improvements that made the platform easier to use across teams, not just individuals. Nothing flashy. Just calm, thoughtful repositioning to reflect reality rather than assumption.
That shift in clarity helped unlock stronger adoption and better retention. Customers began to see themselves in the product more quickly, and the product began to meet their needs with more focus.
Listening as a product practice
Alex talks about listening not as a one-time exercise but as a constant rhythm within the business. Through interviews, support chats and user feedback, the Fuzey team paid close attention to what people were doing with the product and how they described it in their own words.
This level of awareness made it easier to spot patterns. It also gave the team confidence to make adjustments early, before misalignment became a barrier to growth.
There is a kind of discipline in listening that can be easy to overlook, especially in the rush to ship and scale. But for Fuzey, it was the act of listening that allowed them to hit the right target.
What you’ll learn in this episode
If you are building a product, refining your customer base, or trying to interpret where your traction is coming from, this episode will feel familiar in all the best ways.
You’ll learn:
How Fuzey identified the shift from solo users to small teams
Why repositioning can come from observing, not reinventing
What it means to align your messaging with how people actually use your product
How to refine your customer profile through data and conversation
The power of clarity in building trust with the right audience
Fuzey’s journey is not about chasing the next opportunity. It’s about tuning your product to match the customer already waiting for you to see them properly.
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