When we spend time thinking about growing our businesses we tend to focus on our ideal customers—the people we know we want to matter to. A great way to get really specific about who you are creating your products and services for is to think about who they are not for.

The temptation in the short term is to be the brand that has the potential to serve everyone.
Giving in to that temptation is the road to a diluted, commoditised, interchangeable brand that doesn’t stand for much—one that gets used to making compromises to please everyone and anyone.

Do you want to attract the casual passerby who could just have easily walked into your competitor’s store today and will probably do that tomorrow?

Are you building your business to serve someone who responds to clickbait and lowest price offers?

Does it matter that the pay per click ads you buy deliver people who don’t truly value what you do?

Rock star brands that endure are never built by pleasing the masses.
You don’t have to fill every single seat in the auditorium.
Who would you rather not matter to?
Knowing the answer to that question and then living it is the foundation of a magnetic brand story.