This is true for most new products. The majority of people you're competing with are non-users. They are people who have never used your service before. And what they say is actually the most important. What they say is the thing that blocks you from expanding the size of your market with your features.

The Twitch community loves watching video games, chatting, and broadcasting. The average viewer watches over an hour and a half of video each day. Over two-thirds of our logged-in users chat each day.

Twitch launched in June of 2011, and our growth ever since has exceeded even my expectations, which were not small. A year and a half later, the community of broadcasters and viewers has multiplied hundreds of percent.

I wish I could tell you the recipe for figuring out who the target user is for your product and who your users should be, but... there isn't a recipe. It comes down to think really hard and use your judgement to figure out who you're really building this for.

Given the huge number Xbox owners and how many of them love gaming spectatorship, its a natural fit to bring the Twitch experience to the 360.

The other mistake I think people make is talking to who's available rather than talking to who they need to talk to.

People who are using your product and putting up with all these issues, means that they are not actually the biggest problems.