From general to specific (or vice versa)
There's no doubt that it's easier to start an organization (or a project) around specific.
The more specific the better. When you have a handful of ideal potential clients and a solution that is customized and perfect for them, it's far easier to get started than when you offer everything to everyone.
Not only that, but the specific makes it easier to be remarkable, to overdeliver and to create conversations, because you know precisely what will delight the user.
Once you master your specific, you can do the work to become general, because you have cash flow and reputation and experience.
The flipside of this is interesting: if you have somehow, against all odds, managed to succeed in the general, the move to specific is almost effortless. If you can change your reflex action that consistently pushes you to mass, the market you've chosen will embrace the fact that you, the general one, are now truly focused on them, the specifics.
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