We know that work made for everyone is made for no one.
We can deduce then, that the fewer people it’s made for, the more it’s made for those fewer. The more likely they’ll become passionate about the work, eager for more, less likely to consider an alternative.
But for some reason, this scares us.
Targeting fewer means… fewer people will say yes.
And yet, we want people to be passionate about our work, eager for more, less likely to consider an alternative.
So herein lies the decision we must all make: will we let each piece of work we produce be brave enough to say “this may be not be for you”? Or will we trade that passion for the passive glances of those it wasn’t made for?-