The most profitable businesses are deliberately weird and hard to explain. Like exotic derivatives traders outearning stockbrokers, companies that operate in niche domains their specific customers understand make more money than those chasing broad appeal.
Your business should fail the mom test. I have talked to a number of businesses who situate themselves such that they will look good at— here's another analogy— the dinner party, right? And that they can be sitting next to somebody at a dinner party and they can explain what they do with it. Oh, that sounds very interesting. And they'll have a good conversation about that because they're doing that, which is understandable to the person next to them, understandable outside of marketing. What I have found is that the businesses that make the most money are the ones that are in a weird domain, right? They're in the ones that, where the work that you're doing is something that your customers will understand and the very particular customers that they have will understand. But the people at the dinner party probably will not. A good analogy of this is in finance. The people who make the most money in finance are people who are doing the absolute weirdest trades. People who are doing arbitrages, people who are doing crazy derivatives contracts. People who are like, like basic stockbroker or selling mutual funds. There's absolutely nothing wrong with that line of business, but it's not going to be the thing that makes the most money.
