You Don’t Need Everyone to Build a Big Business
A loyal 5% can make you more successful than chasing 100%
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Introduction
Most entrepreneurs fall into the trap of thinking: “If everyone buys my product, I’ll succeed.”
But the truth is: Not everyone will ever be your customer, and that’s not a weakness. It’s actually your biggest strength.
The Nutella Lesson
For the uninitiated, Nutella is a sweet, creamy spread made from hazelnuts, cocoa, and sugar, often enjoyed on bread, pancakes, or fruit.
Nutella is loved by only a small percentage of the global population. Roughly 4.5%.
Why so little?
- Some people have allergies.
- Some avoid it for dietary or cultural reasons.
- Some simply don’t like it.
Yet, despite this narrow audience, Nutella:
- Commands prime shelf space worldwide.
- Has inspired countless copycat products.
- Generates billions in sales every year.
The brand didn’t need to be “universally loved.”
It only needed to serve its slice of the market extremely well.
Rejection isn’t failure
When someone says no to your product or service, it doesn’t mean you’ve failed.
It simply means: misalignment.
Your product isn’t meant for them, and that’s perfectly fine.
The core principle for entrepreneurs
A thriving business doesn’t come from trying to please everyone.
It comes from:
- Finding a specific audience.
- Understanding their needs deeply.
- Serving them consistently and authentically.
When you do this, loyalty compounds. And loyalty builds brands that last.
The takeaway
Stop chasing universal approval.
Instead, build for the few who matter. Because in business, a small, loyal audience often beats a large, distracted one.
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Prompt used to create the image for the note
P.S.: Image made on Meta AI using the prompt, “Create a realistic-looking image of a business owner who is at a chaotic exhibition and having a meaningful conversation with just 2 people”