When you ask, “Who’s it for?” the answer needs to be, “The kind of customers who are going to show up for us in a way that lets us keep going.” You’ll serve many people. You’ll profit from a few. The whales pay for the minnows. It can work out. But in order to do your best work, you’ll need to seek out and delight the few. And in return, you’ll be rewarded with a cadre of loyal customers who will buy in for all of it.
