My fellow Poker from across the pond, Simon Waterfall, was running around New York a few weeks ago giving a talk on the state of the web. One of his slides has stuck with me.

Myspace (population 200,000,000+) would be the fifth largest country in the world. That is Brazil.

His point is the same as the one I try to make on this blog; you can’t just make something available and hope it gets noticed, on the web or off.

You can’t make a Myspace page and hope it gets noticed in the 200 million already out there. You can’t post to Youtube and hope your 15 minutes is found in the 4 billion watched every month.

That would be like selling widgets in Brazil without knowing any Brazilians. You have to do more.

There are two ways to get your audience to notice:
1. Be a statistical anomaly.
2. Shrink the audience you’re talking to and be more specific to them.

The first way is outside your control. It requires skill and gumption, which you have, but also lots of luck.

The second is a better strategy. To dominate your market, make your market smaller. Reaching a broader audience is a lot easier when you already have a small group of evangelists.

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