Everyone is clueless

The problem with "everyone" is that in order to reach everyone or teach everyone or sell to everyone, you need to so water down what you've got you end up with almost nothing.

Everyone doesn't go to the chiropractor, everyone doesn't give to charity, everyone has never been to Starbucks. Everyone, in fact, lives a decade behind the times and needs hundreds of impressions and lots of direct experience before they realize something is going on.

You don't want everyone. You want the right...