Baby2Baby chose a B2B-like model, supplying partner organizations rather than individual families. This avoided the complex logistics of direct service, enabling them to reach vastly more people and scale their operations efficiently by leveraging existing community infrastructure.

Numi's undershirts are used by nurses, flight attendants, and menopausal women, but their marketing focuses narrowly on the "professional woman." This avoids diluting the message. Trying to speak to everyone results in speaking to no one; a narrow focus creates a stronger brand identity and more effective campaigns.

In an era of information saturation, general advice leads to inaction. By providing highly specific content for a narrow niche, you make your audience feel seen and understood. This drives them to act, allowing you to achieve greater impact with a smaller audience by focusing on depth over width.

While saying "yes" to every opportunity fueled Baby2Baby's initial growth, true scale required learning to say "no." They strategically began refusing donations like used items or non-essential goods during crises, as these created logistical costs that outweighed their benefits, proving that disciplined focus is key to efficiency.

Instead of viewing niching as restricting business, adopt the "FOCUS" mindset: Fix One Clearly Urgent Struggle. This forces you to solve a high-value problem for a specific audience, which positions you as a category of one, much like the water brand Liquid Death.

Baby2Baby's big break came from accepting 100,000 diapers and $100,000, despite lacking the logistics to handle it. By saying "yes" first and solving the "how" later, they rapidly accelerated their growth and proved the immense demand for their service.

Baby2Baby's move to a national scale wasn't meticulously planned. It was sparked by an inbound offer of 126,000 baby bottles in Philadelphia. Instead of paying to ship them, they found a local partner to distribute them, creating an opportunistic and capital-efficient model for expansion.

Well-funded startups are pressured by investors to target large markets. This strategic constraint allows bootstrapped founders to outmaneuver them by focusing on and dominating a specific niche that is too small for the venture-backed competitor to justify.

Baby2Baby transformed celebrity involvement from simple PR into a powerful negotiation tool. They offered celebrity endorsements to corporations like Huggies in exchange for multi-million dollar grants and massive product donations, creating a win-win-win flywheel for growth.