How SaaS Customers Think

At its core, a SaaS customer is not looking for fancy features, complex dashboards, or cutting-edge technology—they just want to solve a problem. If your product helps them accomplish their goal more efficiently, affordably, or seamlessly than the alternatives, they will choose you. If not, they will move on.

We realized this early in our journey with Postly. Our users had one primary goal: to publish content to social media platforms in order to promote their products, grow their brands, or service their clients. For many, their businesses—and livelihoods—depended on this. They were not experimenting with Postly out of curiosity; they needed a solution they could trust, one that worked flawlessly without added complexity.

In the beginning, we built a range of features that we thought were impressive. We had our own ideas of what a "powerful" social media marketing tool should look like. But we quickly learned that what we thought was "cool" didn’t necessarily translate to what users wanted.

What set us apart was our ability to listen. We were nimble, and instead of forcing users to adapt to our vision, we adapted to their needs. Customer feedback became our north star, and over the years, we have diligently shaped Postly into what it is today—a tool that solves real user problems with precision and simplicity.

One of the most common mistakes SaaS founders make is assuming that customers care about features. Customers don’t care about features. They care about results.

Think of it like this: when someone buys a drill, they don’t actually want a drill—they want a hole in the wall. Similarly, when someone buys a social media scheduling tool, they don’t want an interface with ten different posting modes. They want to schedule posts without stress, ensure consistency, and ultimately grow their audience. If you can keep this in mind, you’ll be ahead of many SaaS companies that get lost in feature bloat.