When Everyone Gets It, Nobody Does

The person who bought an iPhone 5 felt a lot more special than the person holding the latest iPhone today.

Why is that the case when the latest phone has so much more to offer?

I. Sure there is thrill, but no 'you are special' feeling.

The person buying the iPhone 5 felt like the only one to have it in her circle because at the time it was a luxury, not the baseline.

Note that they didn't have to make these people up. They already existed, making similar choices in other areas of life, and Apple was the one who fulfilled this part of them in the tech area.

II. Accept that some people will never be your clients. Not because they can't afford you, but because they fundamentally don't value what you create.

Apple's original customers were comfortable being misunderstood. They were used to explaining why they paid more for "the same thing/a phone" They liked being part of a smaller circle that "got it."

Soon this was lost.

there will always be more features you can add, more colour you can splash and more people to chase.

Knowing when to stop is an actual skill.

Lay out what it is that 'you' do, for the people who want it, and politely ignore everyone else. It's not for them today, it won't be for them later.

III. Your job isn't to convert the skeptics. 

Something to tinker with:

What's the last project you said yes to that you knew was wrong for you?

If you could only work with people who already "got it," What would you stop explaining?