Business used to be straightforward.

Cast a wide net with a one-size-fits-all product and wait for the crowds. The goal was to be everything to everyone, and that’s made you a hero.

But that playbook is obsolete. There's no mainstream to market anymore; selling generic products to a general audience is like driving a car with square wheels.  Today, aiming for the mainstream means you blend into the background noise.

Welcome to the internet of today — a universe of communities and sub-communities, each with its own passions and preferences. Today’s most successful brands have this built into their DNA. 

They’ve moved from “mass appeal” to something far more powerful; “community appeal”. They dive deep, understanding these micro-universes and crafting brands and products that resonate at a profound level.

Not long ago, uncovering such niche interests was nearly impossible. No budget could buy, no focus group could uncover, and no survey could reveal the real-time interests and habits of millions of people with such scientific precision. 

But today that precision is here.

The internet has become a gold mine of insights. Every Instagram post, every TikTok comment, every search leaves digital breadcrumbs that reveal their true desires. So good that it’s almost like mind reading.

We believe these digital breadcrumbs are more like digital gold. They guide you toward products that don’t just sell, but sell spectacularly. 

Everything to everyone worked for a long time. We don’t see it working anymore.

What works is aim to be something unforgettable to someone specific – to a community.

Because if you do that, your business will be bulletproof.