Popularity is overrated

Consider the software company Slack

One of the fastest growing Software as a Service (SaaS) startups in history.

They were founded just 6 years ago and have 10 million daily active users.

10 million people using their software every. single. day. 

That’s a lot of emojis.

Now you’d be forgiven for thinking Slack is popular and, while in some circles you’d be right, if we look a little wider a different story emerges.

Consider now that there are more than 4 billion humans using the internet.

That means Slack’s customers make up 0.0025% of those using the internet.

Put another way: In any given day 99.9975% of people on the internet don’t use one of the most successful software companies of all time. 

Now comes the uncomfortable part.

Consider your product or service.

Chances are, you’re not Slack, nor will you ever be.


So, why the constant focus on more customers? More orders? More auditions? More interviews? More likes? More clicks? More downloads?

It’s tempting to think that’s productive and yet you don’t need to be popular and you’re wasting your time trying.

An alternative is to consider:

Who do I seek to serve? 

What if it could only be 10 people (or companies), who would they be?

How might I delight those 10?