Using Exclusivity to Include More People

Does anyone remember the “Faceback” application from the movie “The Other Guys”? Basically it’s an iphone app that uses a picture of someone’s face to tell you what the back of their head looks like. It’s a joke and it’s meant to be ridiculous but if it were released exclusively for Macs it would be a huge success. That’s because Mac people are a different breed and they love things that are made just for them.

We all have things that are a good fit for us. The less people those things fit, the more specifically they are meant for us and the better they seem to fit. This is the whole sociological driving force behind subcultures and counterculture groups. We want to belong in a group not everyone belongs to because then we know that everyone in the group is a bit more like us than average. More exclusive means more like us.

The lesson here is not to be afraid of being specific about who fits in your cause or your group. You don’t have to cater to everyone or you will end up catering to no one at all.

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