Rule #2: Only create value that can’t be easily copied.

As a small company or individual, you don’t need to create value at scale. This is something only huge companies can do while staying profitable. Your value should be created slowly and thoughtfully for a relatively small and strongly opinionated customer base. And the moment you find your offering takes off and becomes widely copied, you should consider abandoning it and looking for the next hit.

The more stuff you make or the more clients you take on, the harder it is to maintain excellence in your profitable niche. Leave scale for the mass market. In the passion economy, quality trumps quantity.

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