In the previous article we saw that growth comes from a passionate few. And that leads to an uncomfortable decision most owners avoid: to win over those few, you have to accept that you're not for everyone.
And that's terrifying. "If I focus on a specific group, I lose everyone else." It feels like shrinking your market. It's exactly the opposite.
The "for everyone" trap
When you try to be for everyone, your message has to be so general that it grabs no one.
"Quality service, good prices, for the whole family." That describes everyone and moves no one.
A message for everyone is a message for no one. The more specific you are about who you're for, the more powerfully you speak to that person.
What a niche really is
Choosing a niche isn't giving up customers. It's deciding who you're going to be the obvious choice for, the undisputed one, the best without comparison.
Ask yourself: would you rather be a forgettable option for 100 people, or the clear favorite of 20? The favorite of 20 has a business. The forgettable option for 100 has a daily struggle.
The bakery returns
Remember the bakery we talked about earlier? One says "bread for everyone." The other says: "the bakery for people who miss the bread their grandma used to make back home."
Suddenly, a specific person feels: "this is for me." They become loyal, and they tell everyone in their group. By choosing who it's for, that bakery didn't lose customers: it gained a community that defends it. No generic competitor can copy that.
The concrete move
So get specific about who you're for.
Not "anyone with a car," but "the person who…". Not "all businesses," but "the kind of business that…". When someone from that group finds you, they should feel you were made for them, because you were. That feeling —"this gets me"— is what no "for everyone" competitor can match.
"But don't I lose the rest?"
It's the question everyone asks. And the honest answer: some, maybe yes. But look at what actually happens.
By being unmistakably for someone, you become memorable. And being memorable is exactly what makes even people outside your niche notice you and choose you.
And this matters even more when you serve a community. Speaking directly to a specific group —their language, their history, what they value— is one of the most powerful, and least used, ways to become the obvious choice.
Defining exactly who your business is for —and building a message that person can't ignore— is one of the first and most important things we work on at DISSAU. Because everything else —your marketing, your website, your image— only works when you know who you're talking to.
Where to go next
If your message is talking to everyone and connecting with no one, a free assessment is where we get clear on who your business should be for.
This was the fifth article in the series. In the next one we go after the price of all this: because the moment you're truly for someone and truly different, some people won't like you. And why that's actually good news.
See you on the road. 🐮💜
