"Focus on small group of expert users who make extreme demands of your product. Keep exceeding the expectations of this small group of users. When these experts love your product, they will recommend it. Lots of casual consumers will notice and be attracted to your brand. They’ll eventually account for more sales volume than the experts. But even when the new consumers account for most of your sales volume, keep designing your products for those experts. In other words, always shoot for dead center on your target."
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