The mass of people will never want your product or service. Thankfully, as that will mean you have created something special.
Where is the fun in mass production of something? where is the art in the masses? where is the pleasure and happiness in churning out huge quantities of ‘standard’ stuff?
It is better to be small, niche and mean something to a few, that will be loyal advocates of what you do, than to constantly aim to reach the masses.
Yet we are often taught by ‘experts’, ‘gurus’ and the established doctrine in business, to build it big.
In a world dominated by global brands, the new big is small
As we reverse rapidly away from the bland industrialised world, to a small niche community based business model, the truly creative people will thrive. We have now overdosed on the homogenised, bland and ‘colour by numbers’ approach to product and service provision.
The consumer of now and future, yearns for different, and they do not want to share it with the masses.
For those who realise this now, who start to create something remarkable and unique, will find they create loyal, sustainable and meaningful businesses. A business that will make a difference to the people they have created it for, and will mean something to the creator too.
Philip Dodson 