Introduction

Building a business, we try to appeal to as many people as possible. This sounds like a good idea. After, don't we want a lot of followers and buyers?

But the truth is the opposite.

You must turn off and offend as many people as possible. You're not trying to be difficult! It's just that, the more you share your edges, the more you show up with your undiluted, unedited YOU-ness, the more people will self-select out.

Because your people aren't everybody. 
Your people are those who are best served by the gifts that only you can bring.

How you win big is by gathering a small, but extremely enthusiastic tribe. You will do that organically when you own what makes you one-of-a-kind.