Don't boil the ocean!

You might sometimes hear the phrase "don't boil the ocean" in response to your ideas. This usually pertains to situations where you've defined your target market too broadly or aim to educate or re-educate the market. In entrepreneurial and marketing circles, this is often seen as a thankless task. I've previously discussed two types of needs and why leaders prefer not to educate the market.

If you frequently encounter this reaction to your idea, it's a good reason to deeply reflect on how and why you chose your target market. There might be something much simpler and more focused nearby. Stepping back might help you realize that you don't have the resources to "boil the ocean" and that to survive—which is the primary goal of a founder-CEO—you need to simplify and focus, not teach others how to live. This is similar to Seth Godin's advice to "start extremely small" or Kevin Kelly's concept of "1000 true fans". Narrowing your focus can reduce "noise," making it easier to understand what's not working.

So, don't boil the ocean!

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