‘Smart marketers in this circle acknowledge that their product or service isn’t for everyone, but bend over backwards to be sure that some people will be able to fall in love with it.’
This resonds with me but it’s not easy. He goes on to say.
‘When the thing you sell has communication built in, when it is remarkable and worth talking about, when it changes the game–marketing seems a lot easier. Of course, that’s because you did the marketing when you invented the thing, saving you the expense and trouble of yelling about it.’
If you can do this you have something special.