Mass communication has disrupted the way the world works.

While the wave of globalization was to mass-produce and sell as much as possible to as wide of an audience as possible, we’re shifting away from it.

Instead, people in niche groups are finding each other and coming together. No matter the interest, today’s world makes it easy to find, what Seth Godin calls, your tribe. Your market is no longer the world, but your niche group of people.

This is tough thinking for those who still believe in old systems of ‘viral’ and ‘breakout.’ You don’t start wide anymore.

Instead, you serve your tribe first and grow from there.