It’s natural to want to create something for the most people we think we can reach. The runaway successes we aspire to emulate seem like they succeeded by appealing to everyone. But if you look a little closer you’ll find that even the big hits started at the edges.
Soul Cycle, Starbucks and Secret Garden weren’t for everyone.

Taking a stand, being this and not that, or choosing one option at the expense of another feels risky, but that’s exactly what we must do to avoid getting lost in the crowd.

There are a hundred different tactics that can help you to be found by everyone, and a handful of small choices that will make you meaningful to the people you really care about serving.
We know that a lover’s whisper is more powerful than a stranger’s bellow.
You get to choose which you want to be.

Image by Eric Sonstroem.