The absolute worst thing you can say as a startup when asked who your product is for is to reply with “everyone”.

Your product is not for everyone.  

Some people hate your product.

Most people are indifferent to your product.

A small group of people kind of like your product.

And a miniscule, tiny, almost insignificant group of people love your product.

You need to find that group.  You need to zero in on that group like a laser and unapologetically market to them, create for them, and cater to them.
And that means more people will dislike you and your product.  More people will think it’s lame, useless, or unnecessary.  You’ll get more negative social media comments.  You’ll even get aggravated about it with thoughts like “Why would someone go out of their way just to tell me I suck?”

But these comments should make you happy, because it is so much better to be hated than it is to be unnoticed.  For every person that hates you, there is someone that loves you for the exact same reason.

And here’s the dirty secret you need to understand:  People don’t buy things they are indifferent to, or that they kind of like, or even like.  They only spend money on the things that they love.

So unless your brand is Wal-Mart or Target or Amazon, you need to stand for something. Your brand isn’t for everyone.  It’s for a tiny group that loves and embraces your vision.  So fight for them, and ignore everyone else.  Because they, and they alone, are your customers.
Spoken by Nick Palmisciano, CEO Diesel Jack Media