September 3, 2026

What if my target market doesn’t value what I do?

It seems like there’s a natural human tendency to imagine that what you value is valued by everyone, in spite of overwhelming and obvious evidence to the contrary.

Macrame, for example.

Or calligraphy

Or songwriting.

Or interpretive dance.

Or perhaps more to the point...

Software architecture

Strategic marketing

Leadership communications

If the person you’re talking to doesn’t care about your thing, then guess what?

They don’t care about it!

Could you convince them to care?

Maybe, but... that would mean having to change their mind.

And while it’s not impossible to change someone’s mind, it’s extraordinarily expensive.

If your target market doesn’t care about what you do, pick a different target market.

Yours,

—J