Many companies take the approach of designing products, services and experiences that are targeted at the majority.
Occasionally if there are resources and a strong business case, they turn their attention to serving niche audiences. But there are increasingly more anecdotes that support leaning into a different approach moving forward.
Design for the niche, win the masses.
A few weeks ago while I was in New York, I ate at a restaurant that was entirely gluten-free. I am gluten-free for health reasons, and it was a rare treat to go to a restaurant knowing I could eat everything on the menu.
My friends who ate with me do not have dietary restrictions, so they don’t care if the food is gluten-free, as long as it tastes good. But I care. And because when we’re together, they want to include me, they will look for a restaurant that has plenty of options for me to Click here to read entire article