Pineapple Chili flavour ice lollies aren’t for everyone. And plenty of people hated Go The F**k To Sleep, which became a best seller by delighting parents with a particular worldview.

If everything was created for the market of everyone, there would be no room for art by Banksy, t-shirts by Threadless or $500 beats by dr dre.

Your job is to tell the best story you can to the people who want to hear it. To surprise, delight and bring joy to those people and to gently close the door on the people who don’t want to listen. Don’t worry about converting the life long Egg McMuffin eater to your Green Juice detox regime.

Unsubscribers, critics and naysayers are a gift. Say a mental thanks to them for saving you the job of working out who your right people are. Then go out and do everything in your power to woo the people who matter.

Image by Gavin Golden.