The idea of marketing and selling your products and services to a specific group of people is nothing new. But, that idea grows stronger every day. Having the power to say, “this is not for you” is much stronger than the one of saying “this is for you”.
Because saying “this is for you” is something almost everyone does. We want and need something more specific. We want something that is only for our group of people and us. To find that we need to go to someone who tells other people that their product and services aren’t for them.