When creating a new product or service it’s tempting to set out to please the masses.
But most of the time this is just a form of hiding.
It takes much more guts to make something to please a specific person or a specific group of people you care about.
If you go to a specific person and say: “Here, I made this specifically for you.”. And then they reply: “Your work sucks!”. Then it really hurts.
If the masses say they don’t like your work, then we as humans have the habit to ignore the feedback and come up with some kind of plausible excuse.
Yes, you’ll feel more vulnerable and it will feel more risky to specifically serve a group of people you care about.
But this is exactly what it feels like to do important work.