The way you break through to the mainstream is to target a niche instead of a huge market. With a niche, you can segment off a chunk of the mainstream, and create an ideavirus so focused that it overwhelms that small slice of the market that really and truly will respond to what you sell. The early adopters in this market niche are more eager to hear what you have to say.
The influencers in this market niche are more likely to talk about your product. And best of all, the market is small enough that a few sneezers can get you to the critical mass you need to create an ideavirus. Then, if you’re good and you’re lucky, that innovation will diffuse. After it dominates the original niche, it will migrate to the masses.
Purple Cow by Seth Godin