Are you building a fan base or simply selling to anyone that will buy from you? According to Carl Gould in this edition of In the Now, you need to stop trying to please everyone and focus on the top 20% of the top 20% of your customer base! (If you do the math, that’s just 4%!) Find out what they want and focus relentlessly on their needs. Staying in the middle of the road with a politically correct strategy is a sure path to failure. While entrepreneurs often find themselves saying yes to everyone in the beginning, building a fanatical customer base that is moved by your mission is the real key to long-term growth.

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