You only need one in 10,000

Cath Kidston points out a truism that we tend to forget.

We are not marketing our product to everyone.

There are millions of people who are potential buyers, and we only need a few of them.

The real point here is not the quantity of customers, but that in trying to please everyone you will inevitably compromise the product. There will be no ‘edge’. It will be bland and boring.


We talk about ‘niche’ manufacturing because it is exactly that – aiming for a particular market.

That means the provider is free to focus on the needs of her niche market. And not worry that not everyone likes it.