Everyone is clueless
You don’t want everyone. You want the right someone.
Someone who cares about what you do. Someone who will make a contribution that matters. Someone who will spread the word.
As soon as you start focusing on finding the right someone, things get better, fast. That’s because you can ignore everyone and settle in and focus on the people you actually want.
I work with “the right someone” every day. It is a completely different mindset. The internet has trained us to want to reach as many people as you can, but that is not always as valuable as finding a small subset who is very profitable and really segmenting the heck out of it.
Seth Godin links to this video which is a fascinating look at a soda pop shop that turned down Pepsi as a supplier and only sells high-quality, no brand sodas.
