Everything for everyone

That’s what Amazon and the Super Bowl try to accomplish. Be something for everyone. Average stuff for average people.

For everyone else: You can’t define what it is you do without first defining what it is you don’t.

Meaning, you must define the edges. You must pick a genre. You have to decide who it is you serve. Because you’re not Amazon.

It’s worth noting that the most popular books in the US is only read by one percent of the population. You might write the next Harry Potter but it doesn’t mean people will read it.