if you have excellent product-market fit, your early adopters will struggle through your terrible UI to get the incredible benefit they see from your product. I

if you have excellent product-market fit, your early adopters will struggle through your terrible UI to get the incredible benefit they see from your product. If that's not happening, it's probably not the UI's fault. Do an in-person usability test, where you can explain to the person exactly how to use the product (violating all the normal rules of usability testing). If they still don't like the product - either they are not a target customer or you don't have any customers out there. Do the test again - if the same thing keeps happening, you know it's the latter.