Do not try to be all things to all people. I would say “That’s so vanilla,” but when it comes to flavors, even vanilla has its target audience (people who don’t prefer chocolate).

If you try to appeal to everyone, you dilute your message for the people who matter the most.

Here’s the problem: you’re afraid.

You’re either scared that there isn’t enough business if you don’t cast the widest net you can, or you’re afraid you’ll be bored doing the same things over and over. Let me dismiss both of those myths.

1. There is probably enough business for your niche. And it will find you if you’re brave enough to focus on making them your priority.
2. The more you explore one niche, the more you realize how big that sandbox can be, and it’s exciting to be the one knows better than anyone.

A few years ago, I found myself divorced at 40 years old. When I was ready to date again, I must’ve broken the record for meeting a wonderful partner on the modern dating scene. When people ask me for dating advice, here’s what I say: “Be yourself, and the people you attract will be people who like the real you.” Much misery in relationships comes from people denying their true selves in order to be more “attractive,” and actually succeeding in finding a mate that way. It’s unsustainable and will gradually kill your soul.

Apply that to your business. It’s far better to figure out who you are, what you love, what you value, and what makes you uniquely special, then let the people who are looking for that find you. Watering yourself down denies them the chance to get super excited when they finally find someone who isn’t like everyone else. And it’ll be a match that positions you both to thrive.

“Build something 100 people will love, not something 1 million people kind of like.” That advice comes from Brian Chesky, Co-founder of Airbnb, a website that is loved by at least a million people. You see, it’s not that all successful brands serve a niche audience. It’s that they always START with a niche, succeed in that domain, and build from there. Gall’s Law teaches that successful complex systems are always built from simple ones.

Start small and focused. One day you might be as popular as vanilla. Just don’t try to be chocolate, too.