Pick Who You Want to Be a Hero To

If you’re running a business right now — especially a small one — you know what it feels like to compete. For attention. For customers. For margin. For time.

But I want to offer a different path. A calmer one.

Not a red ocean full of sharks fighting over scraps.

A blue ocean, where there’s room to breathe, grow, and create something meaningful.

I read Blue Ocean Strategy years ago, but the image never left me. In the red ocean, everyone’s trying to beat everyone else. It’s aggressive. It’s stressful. It’s loud. But the blue ocean? That’s where the water’s clear. That’s where you stop fighting and start focusing.

You don’t need to be a hero to everyone.

You just need to be a hero to someone.

When you get clear on who that “someone” is — who you really want to serve, connect with, and build for — everything shifts. Your voice gets clearer. Your product gets better. You’re not in competition anymore. You’re in collaboration with people who believe what you believe.

In Who Not How, Dan Sullivan and Dr. Benjamin Hardy talk about how we get stuck trying to do everything ourselves. But when you find your “who,” progress multiplies — and the guilt, the grind, the second-guessing? It fades. That same principle applies to customers, too. When you choose your “who,” your “how” gets so much lighter.

So… who are you here for?

That’s your blue ocean. 

Pick your people. Show up for them.

And watch the competition melt into connection.