Trying to be for everyone is the fastest way to be forgettable.
Like, the moment you start editing yourself so you don’t offend, or over explaining things so everyone understands, or softening your ideas so they’re more “approachable”, you’ve already lost the plot.
I think the most powerful brands, and people, are the ones who are not afraid to say:
“This is what I am. This is what I’m not. And I’m okay with that.”
That’s not about being rude or exclusive for no reason.
It’s about being intentional. It’s about making someone feel like, wow, this was made for me. That’s what obsession feels like: specificity, intimacy, honesty.
I don’t want to build something that everyone kind of likes.
I want to build something that some people fall in love with and others don’t get at all. That’s power. That’s identity. That’s a real brand.
So no, I’m not trying to be for everyone.
And I’m not scared to say that anymore.