Almost no one

We may dream of the mass market, but the mass market doesn't dream of us.

Almost no one visits your restaurant, almost no one buys your bestselling book, almost no one watches the Tonight Show.

Rare indeed is a market where everyone is active.

We think we're designing and selling to everyone, but that doesn't match reality. It makes no sense at all to dumb down your best work to appeal to the longtime bystander, because the bystander isn't interested. And it certainly makes no sense to try to convert your biggest critics, because they've got a lot at stake in their role of being your critic.

Growth comes from person-to-person communication, from the powerful standards of 'people like us'. And it comes from activating people who are ready to be activated.

The most recent Presidential election makes this clear: It's the non-voting bystanders who are in the majority: