Seth Godin published an extremely well written article today (as he has made a habit of doing). I’m going to link to it so you can read it yourself, but before I do, I want to leave you with the definition of pander:
Pander: to gratify or indulge (an immoral or distasteful desire, need, or habit or a person with such a desire, etc.)
The main point of his article is to go against the current and look for niches in whatever we do. There are many untapped resources, undiscovered treasures, unachieved successes lying in these small places we often mistakenly think are too small.
Read the full article here – “You don’t have to pander” by Seth Godin