It took me longer to realize that than it should have. I think for many the temptation is to see everyone as your market since the idea seems to make it easier to succeed. If everyone wants your product/service and even a very small percentage chooses you then you'll do well.
The reality is you can't appeal to everyone so you get very close to 0% of them. Once you can focus on a more targeted market you can stand out better to that market by tailoring your product/service to them. There's less overall people in your market, but it gives you the opportunity to convert a lot more than 0% of them.
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