Anything You Want

The strength of many little customers

Many  smal  entrepreneurs  think,  “If  we  can  just  land  Apple,  Google,  or  the

government as a client, we'l be al set!”

Software companies often do this. They hope to make some technology that a

huge company wil want to build into every product or instal at every employee's

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desk.

But this approach has many problems:

You have to custom-tailor your product to please a very few specific people.

Those people might change their minds or leave the company.

Whom are you real y working for? Are you self-employed or is this client your

boss?

If you do land the big client, that organization wil practical y own you.

By trying so hard to please the big client, you wil lose touch with what the rest

of the world wants.

Instead, imagine that you have designed your business to have NO big clients,

just lots of little clients.

You don't need to change what you do to please one client; you need to please

only the majority (or yourself).

If one client needs to leave, it's OK; you can sincerely wish her wel .

Because no one client can demand that you do what he says, you are your own

boss (as long as you keep your clients happy in general).

You hear hundreds of people's opinions and stay in touch with what the majority

of people want.

So much of the music business is actual y the star business— people hoping to

catch the coattails of a huge mega-star. But I wanted nothing to do with that, for

these same reasons.

When you build your business on serving thousands of customers, not dozens,

you  don't  have  to  worry  about  any  one  customer  leaving  or  making  special

demands. If most of your customers love what you do, but one doesn't, you can

just say goodbye and wish him the best, with no hard feelings.

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