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.
Finding the focus is a key element to running a business on your own. It is so easy to emulate others, but real innovators are open-minded and will seek out opportunities and grab them when they see them.