If you have to be good at something, be a big fish in a small pond. Instead of trying to create a large impact, make a unique impact.
What’s the best kind of beer?
Basic garbage humans will sing the praises of Bud Light, 30-somethings get nostalgic when they see a Corona, poor and/or ugly people claim to like Coors Light, Europhiles are into Guinness, and every man on the brink of a midlife crisis is in love with one craft beer or another. Oh, and my mother drinks O’Doul’s because she says she enjoys the taste.
The point here is that people have different preferences, whether they’re weird (Corona), gross (Bud Light), or wrong (O’Doul’s). The same holds true for chocolate chip cookies. People prefer different types of chocolate chip cookies: weird (with pecans), gross (with dark chocolate chips), or wrong (crunchy cookies).
Trying to make a universally loved chocolate chip cookie is an exercise in futility. The mere fact that people have all of these silly preferences means that you can’t make everyone happy all the time.
You want a cookie? I’ll bake you a batch of soft, melt-in-your-mouth, sea salt caramel cookies. I’ll create some blueberry white chocolate oatmeal cookies. I’ll make some butterscotch cookies you’ll never forget.
I’m not saying that unique = awesome, but I will say that giving people something unexpected rather than just giving them your version of the “best” of something ordinary may just pay big dividends in the long run.