The CEO Who Stopped Chasing Critics and Started Growing Faster

Mahsam Raza built The Dua Brand into a multimillion-dollar fragrance company by focusing on customers who mattered most.

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Mahsam Raza, founder and CEO, The Dua Brand

For many business leaders, the hardest part of running a business isn't necessarily competition or market shifts; it's deciding which voices deserve your attention. Customer feedback can be a goldmine, but it can also be a drain on time, energy, and focus.

Mahsam Raza, founder and CEO of The Dua Brand, learned that lesson the hard way. For eight-and-a-half years, he felt the need to defend his work against critics and respond to complaints.

“I'd focus on the 3 or 4 percent who didn't like the product instead of the 97 or 96 percent who did,” he said.