(Extracted from Growth Hacker Marketing by Ryan Holiday)
They try to go everywhere and end up going nowhere.
What’s the point? Most of those people never become your customers.
Growth hackers resist this temptation (or, more appropriately, this delusion). They opt, deliberately, to attract only the early adopters who make or break new tech services and seek to do it as cheaply as possible.
… They got to mass market by ignoring the urge to appeal to the mass market, at least to start with.
… Your customers, in fact, have to be “acquired.” But the way to do that isn’t with a bombardment. It’s with a targeted offensive in the right places aimed at the right people.