Stop trying to serve everyone.
You weren't meant to cast the widest net. You were meant to be irresistible to YOUR people.
And here's the beautiful truth: Your people are out there right now, desperately looking for exactly what you offer.
Not cheaper. Not faster. Not "better."
YOUR version.
Think about customers who light up talking about you. Who refers without being asked.
Who chooses you even when you're not the cheapest.
What do they have in common? That's your people.
Maybe they're:
Family business owners who value legacy over quick profits
Tech innovators who believe technology should serve humanity
Leaders building something meaningful beyond the bottom line
When you try to serve everyone, you serve no one particularly well.
When you choose YOUR people and serve them with everything you've got, you become irreplaceable.
Winning brands can describe their ideal customer like a close friend. They know their struggles, dreams, values, language.
Because they know their people so well, their people feel known. Understood. Seen.
That's when business becomes beautiful. Transactions become relationships. Customers become community.
Stop being everything to everyone.
Start being everything to YOUR people.
Who are YOUR people? What makes them choose you over everyone else?
