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.

Gymshark's CMO explains their strategy is to be hyper-focused on their core gym audience, even if it alienates others. Quoting an article, he says the world needs more brands "willing to have enemies." This mindset prevents brand dilution and strengthens their identity by not trying to be everything to everyone.

In a market saturated with "we're for everyone" messaging, brands must adopt a more exclusive and provocative stance to stand out. True brand love requires polarity; if nobody dislikes your brand, it's unlikely anyone truly loves it.

A brand that tries to please everyone is memorable to no one. To build a truly strong brand, you must be willing to be disliked by some. Intentionally defining who your customer is *not* and creating polarizing content sharpens your identity, fostering a passionate community among those who love what you stand for.

Trying to appeal to everyone from the start creates a weak brand with no impact, like a small bush. Instead, focus intensely on one core promise for one clear demographic. This builds a strong foundational 'trunk,' allowing you to branch out with stability and greater reach later on.

While modern algorithms allow for growth without a niche, a specific focus is non-negotiable for three key outcomes: building a recognizable brand, creating a viable business, and cultivating loyal 'superfans' who engage deeply and consistently. General growth does not equal a sustainable enterprise.

When developing new products, focus on perfectly solving a problem for a single user to create a passionate advocate. This is more valuable than building something that elicits a lukewarm response from a large user base. Deep engagement from one trumps shallow engagement from many.

For a niche product like non-fluoride toothpaste, the strategy is not to change everyone's habits at once. Instead, hyper-focus on a pre-existing community—a 'tribe' that already shares strong beliefs and will act as natural evangelists, amplifying the product's message organically within their network.