Demetri Martin tells the story of seeing a necklace for sale. It says “Diana” on it.

“Wait,” he told the owner of the jewelry store, “you’d probably sell more if it said ‘Not Diana’ on it. After all, pretty much everyone is not named Diane.

The absurdity of this story is precisely why focusing on the smallest viable audience makes so much more sense than trying to do average things for average people.

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