Part II: “Open World” Marketing

No overt “free webinar” pitches, no over-engineered urgency, no fake scarcity, or any other signals of coercion that are impossible to miss.

...there is a paradox to scale, I think. People who want to be big sometimes think, “I have to immediately reach the largest possible audience.” But in a weird way, the best way to produce things that take off is to produce small things . To become a small expert . To become the best person on the internet at understanding the application of Medic

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Being intentionally tiny enables us to develop products and services specifically tailored to audiences with diverse needs, providing a level of attention and care (and fun) that larger companies cannot offer or compete with.

Rather, being the best something for a small audience is how we niche at scale on the internet. (And Tokyo is 0.8 percent the size of the internet.)