The Big Fish theory

In all markets, the market leader gets an unfair advantage. That’s because casual and unsophisticated customers choose the leader because it feels easier and safer.

The strategy, then, is not to wish and dream of becoming a big fish.

The strategy is to pick a small enough pond.

By engaging with the smallest viable audience, you gain the reputation and trust you need to move to ever bigger audiences.

Seth Godin

Seth Godin

Hi. I’m Seth Godin. I’m a teacher, and I do projects.

For more than thirty years, I’ve been trying to turn on lights, inspire people and teach them how to level up. This blog has been appearing daily for more than a decade. One day, if we meet, I hope you’ll share with me your favorite posts. Even better, I’d like to hear about how a book or course helped you interact with the world differently and make a difference.
Seth Godin

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