I was at Euston station last week, with a few minutes to spare before heading back to Brum, when I saw someone.

I’ve never met him before, but as soon as I clocked eyes on him, I KNEW it was Rory Sutherland.

If that name draws a blank, he’s the vice-chairman at the legendary ad agency Ogilvy, and in the last couple of years, he’s become rather famous.

Or has he?  That’s a complicated question, and the point of today’s email.

You see, Rory had grabbed himself a bite to eat at Leon, with no fanfare, no one asking for a selfie, no entourage and no security.

And as far as I could tell, no one was staring and pointing excitedly in his direction.

To the untrained eye, he was just a normal bloke, having some lunch and waiting for a train.

But to a specific segment of the world, he really is very famous indeed.

To succeed in marketing whatever it is you want to sell, you don’t need everybody to know who you are: just the people who could buy from you.

Thirty years ago, it was rather hard to advertise without having to broadcast your message to broad groups of people, with a significant amount of your marketing budget being spent on people who could never and would never buy from you.

That isn’t the case anymore – you can grow specific audiences, tailor your messaging to them, and generate awareness and interest in you and your product without the rest of the world having a clue who you are.

You can become “famous to a few”, and if you’re looking to grow a business, that’s likely all you need.

Seb