You can’t please everyone!

That’s a simple statement which we have heard repeated from childhood.
Yet, how many of us waste an unbelievable amount of time trying to keep everyone happy?
We might have a 100 positive reviews online, but a single negative review can spoil our day. Why?
Because, although we think otherwise; deep in our hearts, we wish to keep everyone happy.
Not only is this an impossible goal, but the pursuit of keeping everyone happy forces us to reach for mediocrity, not excellence.

Pleasing everyone should be a goal for mass marketers, not individual craftsmen.

Excellence will always require some form of elimination.