The project was fine. Good product. Clear brief. Reasonable timeline. They paid on time. Nobody yelled at me. I delivered everything they asked for, and they were happy with it.
And I was fucking miserable.
Four stakeholders. That’s all it took.
But here’s what nobody tells you: this is why your product looks like everyone else’s.
Tuesday, 2pm: The Moment Your Product Became Forgettable
Slack notification.
Stakeholder #1: “Can we move that CTA button to the left?”
Sure. I move it left.
Stakeholder #2: “Actually, I think it looked better centered.”
Okay. I center it.
Stakeholder #3: “What if we tried it on the right? Just to see?”
Fine. I move it right.
Stakeholder #4: “I liked it on the left. Can we go back?”
Three hours. Three fucking hours on a Tuesday, moving a button.
But here’s what actually happened: four people negotiating a button placement = a button nobody loves and everyone can live with.
Welcome to design by committee. Also known as: why every SaaS product looks identical.
Here’s What’s Actually Happening
Four people with equal say means four people who can veto anything interesting. Anything bold. Anything that might actually work.
You end up with medium-blue, medium-sized buttons that say “Get Started.” Just like everyone else’s. Because that’s the only thing four people can agree on.
Your competitor has the same button.
Because they also have four stakeholders who couldn’t agree on anything bold.
This is why you look at your product and think “it’s fine, but it’s not… special.” Because four opinions sand down every edge until you’re left with boring.
The Real Cost (Not My Feelings, Your Market Position)
Version 11 of your landing page. Week five. Four stakeholders still can’t agree on the hero section.
Know what your competitor did in week five? They shipped. They’re running ads. Getting users. Learning what actually works.
You’re debating whether “Transform Your Workflow” is better than “Streamline Your Process” because Stakeholder #3 thinks “transform” is too aggressive.
Your competitor picked one and moved on.
They might be wrong. But they’re learning. You’re polishing.
Here’s the thing: being decisive beats being perfect. A strong point of view that’s 80% right will always beat a committee-approved compromise that’s 100% forgettable.
Your product doesn’t have a personality because four people can’t agree on one.
Why This Keeps Happening
Because every startup reads the same bullshit advice: “Build consensus.” “Include stakeholders.” “Make sure everyone has input.”
That works at Google. You know why? Because Google has established design systems, clear brand guidelines, proven patterns, and years of user data.
You have four people in a Slack channel arguing about button corners.
You’re cargo-culting big company processes when you need small company speed.
And here’s what nobody admits: most of those four stakeholders don’t actually care about the design.
They care about being seen to care. They manufacture opinions because silence looks like they’re not doing their job.
“Can we make it more… premium?” “This feels off-brand.” “What if we tried…?”
They’re not wrong. They’re not right either. They’re just opinionated about things they don’t understand.
And you’re stuck trying to turn four contradictory opinions into something users will actually pay for.
What It Actually Cost Me
They paid me to design the most forgettable landing page I’ve ever made.
Medium-blue buttons. Safe copy. Layout that looked like 47 other SaaS products because we “referenced best practices” (read: copied Stripe, Notion, and Figma).
Nothing wrong with it. Nothing memorable either.
Three months later: “Our conversion rate is lower than expected. Can you look at it?”
Of course it was. Boring doesn’t convert. Safe doesn’t stand out.
But I couldn’t say that. Because I designed exactly what four people asked for: something nobody could hate and nobody would remember.
That’s when I learned: four stakeholders don’t get you a better product. They get you a safer, blander, more forgettable product.
What Actually Works
Two founders. Maximum.
Not because more people are stupid. But because two people can make decisions. Four people make compromises.
Decisions create personality. Compromises create blandness.
You need one person who can say: “We’re going with the bold CTA. Yes, it’s aggressive. That’s the point.”
One person who can kill the three-hour button debate with: “Left. Ship it. Move on.”
That’s how you get a product that doesn’t look like everyone else’s.
Clear accountability. Clear decision-making. One point of view that’s strong enough to create differentiation.
Everyone else? Input, sure. But no veto power. No “can we just make it a little more…” dilutions.
The Part That’ll Piss You Off
If you’re reading this thinking: “But all four of those people have valid perspectives!”
You’re right. They probably do.
But I can’t turn four valid perspectives into one compelling product. I can’t create a strong point of view from a focus group.
Your competitor doesn’t have four stakeholders.
They have two founders who made a decision and moved on.
Because, speed beats perfection, and decisiveness beats consensus.
They might be wrong. But they shipped six weeks ago and they’re already learning. You’re still polishing version 11.
Go look at your last three design reviews. How many decisions did you actually make? How many ended with “let’s think about it more”?
That’s why you’re behind. Not because your designers aren’t good enough. Because four people can’t agree on being interesting.
Look
I’m not your therapist. I’m not here to facilitate stakeholder feelings.
If you have four people who all need a say, you don’t need me. You need a mediator.
I design products that win. Not products that survive committee review.
Pick two decision-makers. Give them authority. Let them create something that actually has a personality.
Then call me.
Until then? Enjoy your medium-blue “Get Started” button. Just like everyone else’s. And when your competitor eats your lunch because they shipped faster and bolder, don’t act surprised.
You chose consensus. They chose speed.
Guess which one users remember?