Most of us are trying our hardest to serve the same people: the average customer.

Most people are average. Most of them are searching for an average product. Most of them are looking to pay the average price.

What if we want to offer more than an average product?

The first thing we’re going to have to do is find a different client, someone who is above average and who’s willing to pay more than the average.

If we serve above average clients with an above average product at an above average price, and they were happy with our service, they’re going to spread the word to other above average clients!

So, why on earth are we spending most of our time wading around in the shallow end of the pool?

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