Every time you talk about reaching everyone, that you imagine changing “the world,” you should fine yourself a nickel.

It’s almost impossible to reach everyone.

The most popular podcast in the world has reached one out of every 2,000 people on the planet. By a rounding error, that’s not nearly everyone, in fact, it’s essentially no one.

The same is true for the most popular salsa, the bestselling writer and the leading non-profit.

You’re going to reach virtually no one.

That’s okay.

The question is: which no one?

Your smallest viable audience holds you to account. It forces a focus and gives you nowhere to hide.

But first, you need to choose.