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In the modern world we have more choices than ever. From choosing a restaurant to deciding which web design firm will handle our project, we’re no longer bound by a lack of information or our location on the planet. In the early 1900’s average businesses could survive simply because the consumer lacked options. You shopped at the local bookstore or utilized the local print shop because it was the only one in town and you were familiar with it. In the mid to late 1900’s you could dominate a market with an average product and a huge marketing budget. Mass marketing still worked because there weren’t 1,000,000 voices all vying for our attention. However the internet has changed everything because it’s made information cheap and rendered location far less important. Your local bookstore isn’t competing with the shop around the corner, they’re competing with Amazon. It no longer takes hundreds of thousands of dollars to start a business, the playing field has been leveled and everyone and their grandma is jumping in. Here’s what this means for you.

Your only shot is to build something that people hate, because for every person that hates you there will be someone that loves you. Don’t build a product that appeals to the largest number of people possible, build a product that gets a small number of people excited and talking. If you can win a few die hard fans your idea will spread. Remember the worst thing someone can say about your product isn’t “I hate this!” or “this is the worst idea ever!” The worst thing they can say is nothing at all. Be deeply loved and deeply hated.

Photo Credit: Dr. Seuss