It takes a lot of guts to actually believe and do what Godin says:
“In almost every market, the boring slot is filled. The product designed to appeal to the largest possible audience already exists, and displacing it is awfully difficult....The real growth comes with products that annoy, offend, don’t appeal, are too expensive, too cheap, too complicated, too simple – too something. (Of course, they’re too too for some people, but just perfect for others.”
Safe is risky. Be remarkable.