There is no such thing as something for everyone. More is not a shortcut to mattering. You don’t need the most customers. You don’t have to get all of the people to pick you. You don’t need to win all of the hearts. Image by ChrisJL.

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In the 80’s Starbucks set out to be the most inspiring coffee brand on the planet. When they forgot this in the 90’s and tried becoming the most ubiquitous, they lost their way. If you could be ‘the most’ to people what ‘most’ would you be? Most reliable. Most irresistible. Most ubiquitous. Most loved. Most…

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