05/06/2026
This week, my emotions towards the business have been quite low.
As usual, I was at the market setting up my stall and getting ready for the day. Deep down, I already knew it probably wasn't the right market for my products, but I was there giving it my best shot.
A customer bought one of my gluten-free pies, took a bite, and walked away. A few moments later, he came back and, in front of three other customers, loudly said, "That pie is s**t."
He then asked, "What pastry did you use?"
I replied, "Short crust pastry."
He repeated himself and continued criticising the pie. Rather than argue, I simply smiled and said, "Thank you for your criticism. I'll take it on board."
To be honest, it was humiliating. No business owner enjoys hearing their hard work publicly torn apart, especially in front of potential customers.
The very next customer purchased two pies. She had clearly seen the exchange and noticed the disappointment on my face. I explained that the pastry was a little crumbly and she replied, "Oh, I like a good crumbly pie. I'll be the judge of that."
Her kindness reminded me that not everyone shares the same opinion. What one person dislikes, another may enjoy.
Later in the day, an elderly gentleman stopped by and shared stories of his life. He told me he had technically died three times and spoke about growing up in a small village in Italy. Before leaving, he shared a story that I will never forget.
A man went to a wise elder and asked, "I have three sons. What should I do with them?"
The elder replied, "Tell me about them."
The father said, "My eldest likes blood."
The elder thought for a moment and said, "Make him a doctor."
So he became a doctor.
The father continued, "My second son likes to steal."
The elder replied, "Make him a solicitor."
So he became a solicitor.
Finally, the father said, "My third son is a bit stupid."
The elder smiled and replied, "Then leave him alone."
The moral of the story is simple: you cannot change stupidity.
Reflecting on the customer who criticised my pie, I realised that he may never have even understood what he was buying. The signs clearly stated that the products were gluten-free. Gluten-free pastry is different from traditional wheat pastry. Its texture, structure, and eating experience are not the same.
Had he read the sign and understood the product before purchasing it, perhaps his expectations—and his opinion—would have been different.
As business owners, we can listen to genuine feedback and continue improving, but we must also recognise that not every criticism deserves a place in our hearts. Sometimes the lesson isn't to change the product; it's to remember why we started and keep moving forward.
