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Paradox of scale
People who want to be big sometimes think they have to immediately reach the largest possible audience — but the best way to produce things that take off is to produce small things. To become a small expert. To become the best person on the Internet at understanding the application of Medicaid to minority children, or something like that.
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The Internet is like Tokyo
If you go to Tokyo, you'll see there are all sorts of really strange shops. There'll be a shop for 1970's vinyl, 1980's whisky, and so on. That doesn't make any sense if it's a shop in a Des Moines suburb. In a Des Moines suburb, to exist, you have to be Subway; you have to hit the mass-market immediately.
But in Tokyo, where there's 30-40 million people within a train ride of a city, then your market is 40 million. And within that 40 million there's definitely a couple thousand people who love 1970's music and 1980's whisky.
The Internet is Tokyo. The Internet allows you to be niche at scale.
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CURATED BY
CURATOR'S NOTE
This was intended as advice for people interested in writing articles and books, but it applies to anything you want to build on the Internet. It's similar to the startup way of starting with and dominating a niche market
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