The paradox of popular
Most things are liked because they're popular.
I know that seems to be a redundancy, but it's worth decoding.
Pop music, for example, is a must-listen among certain populations because that's what "everyone else" is listening to, and being in sync is the primary benefit on offer.
The paradox, of course, is that you have to walk through a huge valley of unpopular before you arrive at the population that will embrace you because that's the thing to do.
The focus on mass acceptance, on the big company or the mass market embracing you, distracts from the difficult work of being embraced by people who lead, not follow.
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