We’re usually excited about growing our audience or expanding our customer base.

It’s hard to close the door on what might look like an opportunity to serve or scale.

But we do our best work when we know exactly who will get the most benefit from it and who it brings us joy to serve.

It’s easier to imply that our work is for everyone than it is to say this isn’t for you.

It takes courage to specialise and build a small great thing.

Image by Kenny Luo