Hated by 999, Loved by 1: Why Indifference Is the Greatest Enemy

In business and in life, is it better to be disliked than to be completely ignored? This discussion dives into a powerful, counter-intuitive philosophy for building a brand that truly matters.

Drawing on a principle from their own book—to stock "glasses that 999 people hate, but 1 person loves"—the author finds validation in the "80/20 rule" from Dermalogica founder Jane Wurwand: you must be willing to alienate the 80% to truly captivate the passionate 20%.

Discover why the greatest enemy of any venture isn't criticism, but indifference, and why a strong emotional reaction is more valuable than lukewarm acceptance. Through the lens of an independent eyeglass shop that specializes in unique and "weird" frames, we explore how this strategy helps customers find their "destined" pair and creates deep, lasting loyalty. It’s a compelling argument for abandoning mediocrity, embracing your niche, and making the courageous choice to be loved by someone, rather than just liked by everyone—a philosophy the author plans to take all the way to Mars.