It seems safer to stay put.
But actually now, to stay in the middle with everyone else is riskier.
Big, mass, standard equals easily replaced by AI, by improved productivity improvements, by changes in fashion, by a cultural shift, by many things in the quicksands of an ever-changing world.
Seemingly on the edge where we feel that something new, different, niche and small in scale is riskiest, it is actually now the safest as it is difficult to replace. Doing something that really matters for a loyal base of evangelical advocates is much hard to disrupt than a mass market dinosaur.
The problem is unlearning and making the leap of faith to abandon the centre of the circle and everyone else to the unknown outer edges. To take the plunge a do what we really care about.
Make the leap and reach a new kind of safe.