If you’re starting off the year with a bunch of execs demanding explosive growth in 2026, you’ll like this creator’s refreshing take: “Your brand doesn’t need to be loved by everyone. Even if you’ve captured just 3% of the market, your brand can stay alive.”
While I’m aware “staying alive” is more disco anthem than marketing goal, her point holds: Trying to appeal to everyone in 2026 isn’t going to work… and it also doesn’t need to.
Crafting strong marketing that resonates with a loyal group of enthusiasts is better than Hail Marying your brand on a billboard in Times Square.