You don’t get to chose your audience; your audience chooses you

How does a brand acquire an audience? Not just by fulfilling a need. Not even just because people fall in love with the product. A loyal audience, the first 1000 fans, fall in love with the company because of the people behind it. Because of the human story: their genius, their passion, their care, their courage, their integrity, intellectual honesty, their journey. But also: their flaws and failures.

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