Generalising

See what I did there?

It’s true, though. Most of the time, most of the people will act the way we expect.

However most of the time we aren’t trying to get most of the people to do what we want. (to change their thinking, perceptions, behaviours)

We usually target very specific segments, commonly referred to as niche’s. They’re the kendo club, the amateur cartoonist or karaoke restaurant enthusiasts.

Most of the time, those people are weird. Different to the norm.

Generalisations are useful, but let’s keep in mind who we’re really trying to connect with.