You are technically correct.
When you run your own company, the things that are "out of your control" don't feel that way, because at the end of the day, you decide how you want to act on them.
If a customer insists on butting his head in malevolent ways into a user experience I've created for their product because they think they know better, I have a few options. Of its an especially unruly customer, I have two: fire them or work with them. I will, in my mind, piece together the pros and cons of both, and will come to what I believe is the best decision. You are still deciding your fate and can live with the consequences because they're per your terms.
This is why, if I had a small team working on projects, every big decision would require unanimous vote. It's easy for someone to whine about having to work on something they don't believe in, but when you make them part of that decision process, and they consider the factors thoughtfully (like an owner), you give them that peace of mind of knowing they decided their own fate. They tend to come to the same conclusions you do, but aren't bothered by it because they're not doing it "only because you said so."