Who are your people? Who are people like us to you? Who belongs to your cult of people? Do you even have your people? If you had to state it, how would you describe them to someone?
We cannot be for everyone. Allow me to state that again: we cannot be for everyone. We are not for everyone. We are not for everyone because not everyone will like us or be like us or get us. Some people will stare at us like we’re from another planet. Others will think we’re too far off the mark and choose to look in another direction. Others will be turned off by our directness and our feedback and our teaching style and will seek alternatives. Then, one particular group of people will find us, discover us, and we will resonate with them. These are our people. We’ve found them. Better, they found us.
It is hard to find your people. It takes time, effort, and patience. But it is worth it for the long-term, because your people are like Harley-Davidson owners: they never want to drive anything else. They never want to be a part of any other motorcycle group. They want to be seen and heard. They want to belong to something they perceive as cool. We never stop striving to be cool. Or, to possess Harley-Davidson-level status. Remember: we want to be seen and heard driving our type of motorcycles.
Fewer people who pay more
Further, wonderfully, our people pay more. You should seek people who are willing and able to pay more. Ironically, these people are often far cooler to deal with, give businesses far less headaches, and are more hands-off in their dealings. They are not nearly as many as the many. But they are out there, waiting to be discovered, to be seen, to be noticed. Fewer people who pay more are my kind of people.
It turns out that you don’t need everyone to succeed. You only need these people. You only need the people like us who do things like this. They are all you need to serve because you have the courage to not be for everyone. You’re selective. You’re exclusive. You’re picky. And it is both fun and empowering to be picky. People respect and admire picky. People wish they were picky, but they feel they cannot do it so they spend time admiring those who can.
It’s tricky to be picky, but when it’s done right — and stuck to — picky wins.