One of the most common mistakes people make when building something — a business, a project, a creative practice, a life — is trying to be for everyone. The thinking goes: the broader the appeal, the greater the reach, the more people helped. But it rarely works that way.
Things that are built for everyone tend to be deeply relevant to no one. They are averaged, smoothed, made inoffensive — and in the process, made unmemorable. The person who was meant to find them walks right past.
The things that actually move people — the ones that create real connection, real loyalty, real impact — are almost always specific. They speak to a particular person in a particular situation with a particular problem. And that specificity, rather than limiting the reach, expands it. Because that person tells someone else. And that person tells someone else. Specificity travels in a way that generality does not.
Who are you actually for? Not in the broad sense — 'people who want to improve their lives' — but in the specific sense. Who is the person, sitting somewhere right now, whose life would genuinely be different because of what you have to offer?
Picture that person clearly. What are they struggling with? What do they need to hear? What do they already know but haven't yet accepted? Speak to them, not to everyone. The others will find you.