Sometimes we need to make a tough decision.

Who do we leave behind?

As a customer or in our messaging.

It might sound like a cliche, but it's true.

We can't be everything for everyone.

It's impossible.

But what's possible is to be something for someone.

And if we are it's not about cramming everything in our message anymore,

but about making our message a beloved something for someone special.

The real value here is this.

We tell friends about our beloved somethings.

Even more so when it makes us feel special.

And so, if we manage to be this beloved something for someone special, our

message spreads, almost automatically.

Leaving people behind is required to make our message stronger for

those who are ready to come along.

Communicators spend way too much effort on trying to persuade those who don't

want to be persuaded when they could spend that effort to much greater effect on

serving those who are ready to come along.

And possibly bring their friends.

Given the choice, I would always choose a die hard fan over a skeptical crowd.

I would always delight someone special rather than having a crowd

just barely approve, half of which complaint afterwards, anyway.

it is a choice.

So, how do you choose?

Who do you leave behind?