I wrote a detailed and (to me) heartbreaking account of this two years ago. The article went viral and kind of freaked me out, but I think the advice is as good as ever.
https://medium.com/startup-lesson-learned/why-i-turned-down-...
https://medium.com/startup-lesson-learned/why-i-turned-down-...
I need a higher level of certainty than investors do because my time is more valuable to me than their money is to them. Investors place bets in a portfolio of companies, but I only have one life.
Listen to what your users say, but believe what they do.
From now on, immediate benefit: sell to the user. Long term benefit: sell to the boss.