If you’re a small business owner, you’ve likely faced this dilemma: Do I chase the lowest price to attract more customers, or do I focus on quality and what people actually want? how do I solve the dilemma of profit vs people?
For Husein Shakir the owner of DIY Depot in Bakersfield, California, this exact question defined his journey from tech entrepreneur to thriving renovation supply warehouse owner. His story reveals the real risk behind prioritizing profit vs people—and how you can avoid falling into that trap.
The Early Mistake: Price First, People Second
Like many entrepreneurs, Husein’s first instinct was to offer the cheapest product possible.
“We were trying to draw customers in based on price,” Hussein says. “We thought that would get us volume.”
And while it worked—to a point—the customers that came through the doors weren’t always repeat buyers. Many came for the deal, not the value. And that’s the danger: when you chase profit by slashing prices, you might attract attention, but not loyalty.
What Customers Actually Wanted
DIY Depot specializes in kitchen and bathroom renovations, and their top-selling item is white shaker kitchen cabinets. Hussein started with closeout deals and overstock from big-box stores like Home Depot—but quickly ran into a quality issue.
“Customers would complain that Home Depot’s cabinets were made of particle board, MDF, things that don’t last. We realized people didn’t just want cheap—they wanted affordable quality.”
That’s when he made a shift: he started importing directly from factories in China and Vietnam, bringing in solid wood-front, plywood-backed cabinets that stood up to wear, moisture, and time—all at a competitive price point.
Volume followed quality. Not because he had the cheapest cabinets, but because he had the right cabinets.
The Profit Trap: When Low Margins Cost You More
There’s a common belief that lower margins = more customers. But that logic assumes your product is what people want.
If it isn’t, you’ll be left with unsold inventory, low profit, and a race to the bottom with competitors.
DIY Depot’s success didn’t come from being the cheapest—it came from figuring out what people valued and then delivering that consistently.
“Now I know what my customer wants, and I have a steady stream of inventory to feed them.”
How DIY Depot Balances Profit vs People
- Limit options intentionally. Too many choices lead to indecision. Most customers want white or gray cabinets. DIY Depot stocks those prominently, and customizes beyond that only if needed.
- Offer quality first. Real wood, competitive prices, and fast assembly set them apart from chain stores.
- Focus on value, not just price. A 10×10 kitchen currently starts at $1,800—often cheaper than competitors, but with much higher quality.
- Serve your ideal customer. Contractors and property managers love that DIY Depot offers assembly and installation. They’re buying time, not just products.
- Leverage tech to scale. With a background in computer science, Hussein uses custom CRM and e-commerce systems to streamline everything from ordering to customer follow-up—at a fraction of the U.S. cost, thanks to a backend team in India.
The Real Bottom Line: People Buy What Solves Their Problem
DIY Depot has thrived not because it slashed prices—but because it solved a real pain point: affordable, durable, stylish kitchens that don’t waste customers’ time.
Even contractors choose pre-assembled cabinets over flatpack kits because it saves hours of labor. Hussein’s team can assemble an entire kitchen in 3 hours. For most contractors, that’s half a day saved. This is where understanding profit vs people really can make a difference in your business.
Final Thought: The American Dream Is Still Alive—If You Listen
Born in Sri Lanka and raised in Bakersfield, Husein knows firsthand the opportunity available to entrepreneurs in the U.S.
“The pursuit of happiness is very much still available—if you’re willing to put in the work.”
But success comes not just from hustle. It comes from listening—really listening—to your customer. And giving them something worth paying for.
Profit vs People In a Nutshell
- Don’t chase low prices—listen to what your customers actually want.
- Offer quality and convenience over rock-bottom cost.
- Streamline decision-making for your buyers.
- Invest in tech (even overseas teams) to scale smart.
- Stay focused on solving real problems, and the profit will follow.
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Reach out to our guest’s website: DIY Depot