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And that’s fine, because 90% of the world doesn’t get it, won’t get it and their world view is such that no matter how much evidence you collate, nothing will change.

And that’s how you should treat your “market”. Forget selling to the unsold.

Your energy is limited, don’t spread it across 100% of the market.

This website and the material herein is not about selling to the unsold. And similarly, your sales pitch to Vodafone, Nokia or WPP isn’t about trying to convince them you’re right, it’s about finding the guys who already know you’re right and helping them spread that message internally.

It’s about selling to the sold. People who already know. It’s about you providing them with ammunition, stories to hold on to, confidence that as an agent of change – they’re doing the right thing.

Those who look around and from time to time think “You know what, maybe I am wrong… Maybe TV advertising does work… Maybe it is about simply going with the flow of what our organization wants”

This site is for those moments of doubt. For those that need the case studies, the compelling stories and the knowledge that there are brand heroes out there like you.

Yes, you are the minority but you are the agents of change the brand needs. It isn’t the CEO. It isn’t either the CMO. It’s you because by the time the CEO tells you it’s time to change, it’s too late. Steve Jobs never invented the Ipod. Jones Soda without Peter Van Stolk is not the same Jones Soda.

90% want to keep things just as they are. That’s why those who push for change are labelled dissenters, loose cannons or even “going native”. Yet, without the 10% there would be no Phil Knight, Dieter Mateschitz, Jeri Yoshizu, Peter Van Stolk, Steve Jobs, Jake Nickell, Bob Pittman, Anita Roddick, Sean Fanning, Takeshi Natsuno, Mark Zuckerberg or Steve Van Doren.

A world without the 10% will be a world where nothing changes, where we treat customers like the record labels, where focus groups tell us exactly what we want to hear and being “risky” is simply about being “risque” with the Big Idea.

No thanks. We don’t care about 90% of the people who could read this blog and neither should you care about 90% of your potential market.

Stake your flag in the ground and let the 10% come looking for you. Don’t worry about who they are – they’ll find you alright. They’ll come looking for stories, case studies and that ammunition they need to help them make their case stand on its own two feet internally.

Stand for something or stand for nothing at all.

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