Spoiler alert. Not everyone appreciates your efforts to be remarkable

Would you rather speak to a room full of 500 people that are mildly interested in your company or an intimate room of 10 influencers insanely focused on your product? The mass advertising and information we’re forced to absorb every day has created an active culture of avoidance, ad-blockers and evasion. Now more than ever, we have more things to do and much less time to do them.

So, stop speaking to the masses, most of them don’t care about you. But there are a small handful of people that really care and are listening intently. Those are the people that will share the good word about your brand – that’s your niche and we’re going to find them.

Positioning is not easy; we know from experience. It requires tough and sometimes scary decisions. But the art in marketing strategy is about targeting the smallest viable audience and structuring your message to speak directly to them.

To be invisible is to be a generalist. Great branding and marketing that creates real change comes at a price, the price of standing for something. Make something worth talking about and a story worth telling. Design it and build it in a way that only a few people in particular will be inspired by and care about.

And then watch the good word spread.

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