In Seth Godin’s blog post, Secrets of the biggest selling launch ever, he writes 10 tips for shipping as secrets that Apple utilized for its iPad launch.

The biggie is “Don’t try to please everyone!”

I spend a good portion of my day convincing clients that their target is NOT Everyone. For example, if you are B2B, that eliminates a lot of the audience right there. If you have a geographic limit to your delivery area, you just shrunk the audience. See? Get it?

The other side to that is Seth’s point that you can’t please everyone. And why would you want to?

In sports, fans love their team and hate everyone else. Other examples include:

• Coke versus Pepsi
• Chevy vs Ford
• Burger King vs McDonald’s
• Democrats versus Republicans

Brands polarize.

If your brand doesn’t have haters, you don’t have any Brand Loyalty. You don’t have enough people emotional attached to your brand. They haven’t had a great experience with your product or service or people (like say Zappos or Tom’s Shoes). They don’t have a story to tell about it.