When we stop becoming someone for everyone, we start to find the right people instead.
That’s not to say we want to remain unknown or unclassifiable. One can still ride the wave of uniqueness and make a big splash.
Do you think Radiohead cares about the pop charts? The band thrives at the fringes, showing fans where sound could be headed, not where it’s been.
People love Apple because they make instruments for creativity you never knew you’d need. It also gives its customers, the curators and creators, all the spotlight.
We don’t have to dumb down our work for the masses when we can make more interesting things for the micro. Wider adoption, should it happen, happens to the ideas worth spreading.