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By Eddie Mugulusi
There’s something dangerously sweet about the words:
“It tastes really good.”
Especially when it comes from a customer. Or a friend. Or your mum. Or someone sampling your new ketchup for the first time with a dramatic “mmmh!” like they’ve just tasted heaven.
I know that excitement.
I’ve been there.
And let me tell you right now: that line is not a purchase order.
It’s not a subscription.
It’s not money in the bank.
It’s not a future.
It’s just… a compliment.
A compliment that has ruined many brilliant small businesses because we thought it meant something it didn’t.
The Ketchup That Nearly Killed Us
Years ago, we made ketchup.
Real stuff. Locally made, carefully refined, tested on dozens of taste buds.
And we were gassed. People loved it.
We heard “It’s so good!” enough times to think we were sitting on Uganda’s next big supermarket sensation.
So we launched.
We got labels printed.
Stocked shelves.
Told everyone, “You can now find it at XYZ Supermarket!”
Guess what?
Crickets.
The same people who said they’d “definitely buy it” never showed up.
No one hunted it down. No one made the trip.
Turns out, a compliment at a family BBQ isn’t the same as real demand.
The Feedback That Flatters You, Then Finishes You
This is a trap. A soft, feel-good trap.
And I keep seeing new small business owners fall into it.
They message me on TikTok:
“Eddie, people love my cookies.”
“Everyone says my juice is amazing.”
“They say I should start a business.”
And I smile, because I’ve heard this before.
Then I say it straight:
“That means nothing, my dear.”
It’s not rude. It’s a reality check.
Those are not pre-orders.
They’re not standing orders.
They’re not even hints of future loyalty.
The Only Feedback That Matters
Here’s a truth most people don’t want to hear:
The only feedback that really counts is paid-for feedback.
And by “paid for,” I mean:
• Someone paid full price.
• With their money.
• Happily.
• And came back for more.
That’s your green light.
Until then, you’re just running on hope and vibes.
Start With “Proof of Pay”
I call this principle:
“Proof of Pay” over Praise.
Praise is cheap.
Proof of Pay is when people pay again and again. That’s the metric.
So don’t get drunk on positive comments.
Get data. Get receipts. Get small wins that are rooted in real behavior.
Start tiny.
Sell 10 units.
See if they return.
Then try 50.
Then 100.
If the sales repeat without you begging or reminding people every day—now we’re talking.
Why This Could Save Your Business
If you apply this early:
• You’ll avoid scaling something no one wants.
• You’ll keep your money out of doomed branding and packaging.
• You’ll stop building around compliments and start building around commitment.
You won’t get caught up printing labels for a ghost audience.
You’ll test. You’ll tweak. You’ll grow slowly but solidly.
You’ll sleep better, too.
Let’s Close This Out
So next time someone says “It tastes amazing,” smile.
Say thank you.
Then ask if they’d buy a full jar.
At full price.
Every week.
If they say no?
That’s your actual feedback.
Want a name to remember this by?
Let’s call it:
Unlock your true potential 