Omar Zenhom argues that founders waste energy trying to appeal to everyone. Narrow your focus, repel the wrong people, and you'll attract customers who actually want what you're selling.
Most people don't want what you're selling. And guess what? That's completely fine. When I was starting out in entrepreneurship about 20 years ago, I was trying to talk to everybody. Therefore, I served nobody, okay? I didn't resonate with anybody. I was too generic. I was too vanilla. I was easily ignored. And that's the worst place to be in business. So instead of trying to water down your offer to appeal to everyone, make it sharper, more specific, you'll repel some people. And that's good, actually, because when you repel the wrong people, you attract the right ones even harder.
