There are two ways to go.
You can try to be big, to appeal to as many people as possible. Or you can be small, you can find a little group of people who need someone to serve them and you can build something for them.
In order to be big, you have to be generic, you can’t stray too far from the norm. You can’t afford to exclude people, you can’t afford to put them off or to say no.
Being small is a decision to say no to almost everything and everyone. To say, ‘This is not for you.’
You get to define who you are doing it for though. You get to choose.
Two different sides, two different perspectives.
One controlled, the other in control.
Find your niche. And set about your work.