Boring to who?

Go too far to please the audience and you become a hack. Lose your point of view, lose your reason for doing the work, become a hack. Focus only on the results, become a hack. On the other hand, if you ignore what you see and simply create for yourself, you’ve walked away from empathy. If there is no change, there is no art. The professional unders

Marketing has changed, but our understanding of what we’re supposed to do next hasn’t kept up. When in doubt, we selfishly shout. When in a corner, we play small ball, stealing from our competition instead of broadening the market. When pressed, we assume that everyone is just like us, but uninformed.

But frequency teaches us that there’s a very real dip—a gap between when we get bored and when people get the message.

Forcing a focus The relentless pursuit of mass will make you boring, because mass means average, it means the center of the curve, it requires you to offend no one and satisfy everyone. It will lead to compromises and generalizations. Begin instead with the smallest viable market. What’s the minimum number of people you would need to influence to m