But what about Facebook?
They are for everybody, aren't they?
Yes, they are.
At least right now.
But before they were for everybody, they were essentially for almost nobody.
Facebook was for Harvard students.
Amazon was for people buying books online in 1999 (which was essentially nobody back then).
Ebay was for people buying weird collectibles online in 1995 (which was also essentially nobody).
And AirBnB was for people willing to sleep on an air mattress in a stranger's apartment.
So that seems to do the trick: Fascinate a group of people that's so small, that it's essentially nobody.
And once you've succeeded in delighting them, move on to the next group of people that's just as small.
And then you keep repeating it until you're for somebody.
And then you just keep doing it, until you're for everybody...