by Seth Godin
Of course everyone wants to reach the maximum audience. To be seen by millions, to maximize return on investment, to have a huge impact.
And so we fall all over ourselves to dumb it down, average it out, pleasing everyone and anyone.
You can see the problem.
When you seek to engage with everyone, you rarely delight anyone. And if you’re not the irreplaceable, essential, one-of-a-kind changemaker, you never get a chance to engage with the market.
The solution is simple but counterintuitive: Stake out the smallest market you can imagine. The smallest market that can sustain you, the smallest market you can adequately serve. This goes against everything you learned in capitalism school, but in fact, it’s the simplest way to matter.