One of the questions often thrown out during discussions about any business or comms idea – normally by those who claim to ‘speak for the consumer’ – is ‘does anyone care about this?’.
It’s a fair question. There is no point pouring money or time into a project that no-one else cares about. But surely the answer is almost always: ‘of course somebody does!’.
That somebody might be an audience the size of a small country, or a select few individuals who are highly interested in your niche, but that isn’t at all important as long as you’re realistic with your business model. The aim with building a brand that matters, isn’t to get everyone to care but to find those who do and connect with them directly.
If you’re building a ultra-premium chocolate brand it really doesn’t matter that most people wouldn’t pay over £1 for a bar, and couldn’t give a monkey’s about where the beans come from for you £10 a bar product. There are enough people out there who do. Find them. Build a product they can love. Speak to them in a way they value. And ignore everyone else.
The problem with the question ‘does anybody care?’ is that it’s really asking ‘does this have mass-market appeal?’. Not only is it presumptuous to think that’s what you’re going for, it’s not at all a helpful starting point. Something *built* to appeal to everyone, more often than not appeals to no-one.
If that spark of an idea in your head sets *your* heart racing, you can be sure there are others out there too. The only thing then you have to work out is how to find them, and make your idea come life.