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The iPhone Doesn’t Matter To Everyone

filed in Brand Story, Brand Strategy

“Ideas that spread win.” Seth Godin

Seth is one of my heros, he’s probably one of yours too. But I’ve been itching to qualify this quote for some time now. Here’s what I believe.

Ideas that matter spread.

If you want anything you conceive, launch, or care about to ‘win’ then you’ve got to make it matter first. I’m not talking about mattering for a day while your offer is on Groupon, or during your opening week buzz. I mean ‘really’ mattering. The kind of mattering that makes people cross the road (or town), passing your competitors on the way, to buy from you. The sort of mattering that touches people in a place way deeper than their pockets.

This might be the cue to throw your hands in the air and give up, because you wonder how your thing can ever matter that much. But wait… I haven’t gotten to the best bit.

You don’t need to matter to everyone.

In fact you positively don’t want to matter to the whole universe. Quite the opposite. You can succeed by simply mattering more to the few.

Apple has 5% of the global mobile phone market share. They’re doing okay just mattering to the few. Make your market tiny. Create significance for the outnumbered on the sidelines. Investigate the edges. Quit trying to please everyone and woo a handful.

Whisper softly to the people who want to hear from you. Then you’ll matter.

Image by Something from Nancy