The biggest mistake you can make is trying to please everyone. The moment you aim for universal appeal, you dilute your work into something bland, forgettable, safe. Remarkable work doesn’t come from chasing “everyone.” It comes from choosing a specific group of people—your people—and serving them with relentless focus. These are the ones who share your values, who resonate with your quirks, who need what only you can offer.
Choosing your audience isn’t about exclusion; it’s about clarity. It’s about saying, “This is for you,” and meaning it. When you try to appeal to the masses, you end up with a watered-down version of your vision that nobody truly loves. But when you focus on a small, specific group, you create something that feels like a gift to them. They’ll notice. They’ll care. They’ll spread the word.
Think about the last time you felt truly seen by a brand, a book, or a conversation. It wasn’t because they tried to be everything to everyone—it was because they spoke directly to you. Who’s your smallest viable audience? What’s one thing you can create that would make them feel understood? Start there, and don’t look back. The right people will find you, and they’ll thank you for it.