Distinguishing Quality and Quantity

It's clear when someone prefers quantity to quality.

It sounds like: "my streetwear is for everyone".

Or: "this is a lifestyle"

...without defining what the lifestyle is.

However, as the super bowl will teach us, sometimes noise to the masses isn't as effective as a message to the few.

Because at least among the few there is quality.

My point is this:

If you can't define

very specifically

who is IN your community and who is OUT

you won't be able to build a community at all.

See if this helps:

A single community for everyone doesn't exist

and, although we shy away from it,

exclusion is not necessarily a bad thing.

If it's used the right way, exclusion is what will help us find our people.

So, if you're having trouble defining who your community IS for

start with defining for whom it ISN'T

and make your brand the furthest thing from something they'd like.

Because if everything is for everyone

Nothing is for anyone.

Truly,

Elijah