The Nickelback option

50 million albums sold. The most successful rock band of the 2000s. Biggest selling rock song of the 2000s.

And yet:

• Voted the second-worst band of the 1990s
• Voted the No.1 biggest turn-off in music
• Music played as torture
• Probably the subject of more memes and mockery than any band in music history

The much-derided Nickelback. If you only read the negatives, you would assume they have been a commercial disaster. And yet, they have had incredible success.

Not every path to success has to be a Coldplay, Beyoncé or The Beatles. There is also the Nickelback route. And countless other possibilities.

If you only read LinkedIn to understand the marketplace, you would assume that Elon Musk, Jeff Bezos and Apple are all that matters. To be and to be like. But, more important than chasing the stars, you need to know your market - what the need is and what your value proposition is.

Success can also be Nickelback.