There’s a lot of talk on the internet about knowing your ideal customer, but a lot of it doesn't resonate with me. Maybe you feel this way too?   On Episode 63, Mary Bruno shared how she is her ideal customer.  And, that she focuses on creating things that she loves & that she finds funny even if it doesn’t resonate with everyone.   It got me thinking about something I’ve talked about in the past in my emails, but I’m not sure I’ve talked about it on the podcast.   Your products aren’t for everyone.  And, that’s ok.     In fact, it’s fantastic.  You don’t want to be everything to everyone.   Just like Mary talked about past ideas falling flat, sometimes you’re going to make duds.  Or, sometimes what you make is going to appeal to a smaller audience.   You make beautiful products, that are likely hand crafted or personally designed by you.  You have your own unique style & aesthetic that you’re continuing to develop.   Instead of feeling like you need to appeal to the masses, I want you to focus on four key areas:   - I want you to focus on reaching your unique customer base — fill a void or provide a solution specifically for the   - I want you to focus on developing your own style, point of view and a strong, extensive product line.   - I want you to focus on creating work that feels good to you, that you’re proud of and that you want to put your name on.   - I want you to focus on making the best decisions for your business, without worrying what everyone else thinks.  I want you to make decisions for your business without looking around at what others are doing in their businesses or feeling like you need to follow the crowd.   I know these things are easier said than done, but the strongest brands, the ones that build profitable, sustainable businesses are creating unique products that they are passionate about.  They put their heads down when they are designing and try not to be influenced by others. They also recognize that their work is special and may not resonate with everyone.  And, that’s ok.   I’d love to have you weigh in on this discussion in our free Proof to Product Facebook group.  How do you stay motivated and create work you love and build a brand that includes that work.  How do you tune out the noise and ensure that you’re not being influenced by others when you’re designing new work.  Join us here: https://www.facebook.com/groups/prooftoproduct/   But you guys.  Please remember, that your products aren’t for everyone.  And, that is more than ok.