Is your business built to attract people who care? Or is it built to attract people who need a solution to a problem? Do you realize the significant difference between these two audiences?
To read the original article, click on the title: The Outliers.
So to summarize:
- Regardless of the subject, there are always those who take it to the extreme. Foodies, marathon runners, skiers or gardeners. The vast majority of people are looking for average, but there is always a passionate minority who want more of it, and are willing to pay more to get it.
- Most businesses are not set up to cater to these people. They are built to be as appealing to as many people as possible. Not those people on the fringe, but those people in the middle, who are looking for a good enough solution and a good enough price.
- The problem is that everyday average people looking for everyday average solutions don’t get all excited about what they find. They don’t share it or celebrate it with anyone they know.
- If you want to attract more passionate people, you have to move first. You have to make the emotional investment before they do.
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