When Susan Cain published her book about introversion, she had a very specific audience in mind: introverts. This was also a traditionally underserved audience, which is even better from a positioning perspective (when supply is down, demand is high). The result was Quiet: The Power of Introverts in a World That Can’t Stop Talking, a publishing sensation that has not only moved more than two million copies, but also spurred courses, leadership consulting, and a viral TED Talk that has been watched more than fourteen million times. But imagine if she’d poorly branded or defined that initial product. Imagine if, in an early manuscript, she had not clearly defined what introversion was or provided enough practical tips and strategies – and her editor had allowed her to get away with it. Do you think she would have had the same kind of success?
– from “Perennial Seller” by Ryan Holiday