This is going to offend my Korean readers but I really don’t like Kimchi. It’s fermented cabbage and it’s bitter, vinegary, spicy and sour. Every time I try it I scratch my head why people like it. The thing is…

…millions of kimchi fans disagree with me, vehemently.

South Korea is obsessed with it. It’s kind of like their national dish. Millions of people here in the US and around the world love it. But there’s also a lot of folks who hate it. It’s not the kind of thing you can be wishy-washy about.

How does this relate to your business?

As Seth Godin wisely states and I’ll paraphrase here, average products for average people no longer sell.

If you’re going to survive this recession, you need to have products or services that people really love and really hate. There are very products or services that everyone loves. How many movies can you name that everyone loves? Maybe The Shawshank Redemption? How many songs does everyone love? Don’t Stop Believing by Journey maybe?

The point is: go after an audience that will adore you. The rest of the people probably won’t get it.