Skyscrapers on Sand Dunes
It’s easy to stress about all of the places you “should” be building your platform. Twitter, Facebook, Pinterest, Periscope (remember that?), and Instagram. Now folks like Gary Vaynerchuk are telling you you have to be on Snapchat.
If you’re going to build a skyscraper, you want to build it on solid ground. Gaining traction on “hot” platforms is like hiking on a sand dunes: as soon as you have footing, it slides away.
Why build a skyscraper on a sand dune? Why try to fight for the attention of people who aren’t paying attention?
Remember, you can have a small audience and a big impact.