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The Questions Almost No Startup Founders Ask

adapted from Perennial Seller: The Art of Making and Marketing Work that Lasts

· “Everyone”

· “You know, smart people”

· “Malcolm Gladwell fans”

· “Myself”

The problem with those answers is not just that they are vague (“smart people”) or ridiculous (“myself”); it’s that such audiences don’t exist. There is no convention where Malcolm Gladwell fans get together. They don’t all read the same website. Just as every politician has to create his or her own coalition in order to win, no creator can magically inherit the audience of another. Whatever you’re making is not for “everyone” either — not even the Bible is for everyone. For yourself? Are you honestly satisfied selling just one unit?

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Ryan Holiday

Bestselling author of ‘Conspiracy,’ ‘Ego is the Enemy’ & ‘The Obstacle Is The Way’ http://amzn.to/24qKRWR