Serving the Few

Why care trumps scale always.

“Just about every brand you care about, just about every organization that matters to you — this is how they got there. By focusing on just a few and ignoring the non-believers, the uninvolved and the average.”

However, we keep conflating the worthiness of an opportunity with its size. Competing in a flat world with infinite options has made care our last defensible moat. Luckily, it’s way stickier than any discount coupon out there but it expires the moment we compromise on the interests of the few to serve the whims of the many. Instead, if we care hard enough for long enough our tribe will always grow.