A brand can easily fall into crazy zone.
You know that person talking about different dimensions?
But an idea can also fall into boring zone.
You know that person you can’t think of because they’re too boring.
If an idea is too far beyond the tribe you have no market.
If your idea is too main stream it won’t stand out.
In between those two is the sweet spot.
Originally published at Jean-Luc Boissonneault.