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You give them life


When in business, it’s easy to fall into a trap of thinking:

I want to be everything to everyone.

But the very attempt of doing so has wrecked countless businesses.


Inevitably, it means doing more and more work which costs rather than grants energy. It dilutes people’s understanding of your unique difference. It prevents gaining any deeper understanding or insight that can only come from repeated effort.

In the end, you fail and become nobody. No energy, no distinction, no knowledge.

Rather than being everything to everyone, be something to someone. If you really want to get crazy, be valuable to your self.

Once you’re valuable to someone, then all you need to do is find somebody like your someone. Then another someone. Then another.

This builds energy. It enhances distinction. And you will end up with a deeper insights than anyone else in the world.

That’s a niche.


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