Build For The Few

Build for the few, not the many.

Seems counterintuitive, but it isn’t.

If you’re building a custom chair, you’d think about the person who’s going to sit in it rather than worrying about what everyone else is going to think of it.

Yet, when it comes to business, we’re often caught thinking of everyone instead of the few who are eager to engage with what we have to offer. It’s easy to believe that things would be better if everyone got on board, but everyone won’t. The focus on everyone leads us down a path of compromises that leaves us with nothing but a set of mediocre elements.

But that doesn’t need to be the case.

Focusing on the few allows us to concentrate on bringing the best version of our work to a circle of people who believe in what we have to offer. And that circle of people knows other people.

You can’t herd a hundred cattle by yourself, but you can herd ten, and those ten can influence the rest.

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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