Dan Mall saw a shop advertising both oil changes and pizza, and uses it to explain why trying to do everything destroys trust. People believe in specialists. Brands win by going narrow and personal instead of chasing every customer.
I drove by this place once, you know, years ago, and the sign on the door said oil change and pizza. And I was like, huh, oil change and pizza? Like what a combo. Mm-hmm. I don't think I'm gonna get my oil changed there because I don't think that they would probably do good oil changes. And I'm hungry, but I'm not necessarily gonna get pizza there either because I don't know that they're gonna do good pizza. When you try to be everything to everyone, you're not attractive to anyone. People don't trust you. No one can be good at all the things, right? We don't believe that about people. When we're exclusive, when we say, hey, I made a thing for you, It's special to someone. We like that as humans. It's not even just about a good marketing approach or outreach approach. It's like, that's a human approach. When everybody zigs, you zag. So when everybody's working at scale, to do something that's one-for-one becomes a really special thing that I think cuts through a lot of the noise that exists today.
