Not for everyone

There are very few category leaders like Google and Amazon. Some of the best business ideas focus on serving far fewer people MUCH better, instead of serving more people in a crowded market — or worse: “everyone”.

As Zig Ziglar put it, better to be a meaningful specific than a wandering generality. There may only be 20,000 people in the world passionate about some bizarre niche, but a business that targets them is more likely to serve all 20,000.

This applies outside of a business context as well. We can be truly genuine, and seek to serve humanity in our unique way. Our authentic selves, however, will always end up being “not for everyone”. And that’s okay. Embrace it.