Should you make stuff aimed at people who usually buy your product?
Should you make stuff aimed at people who rarely do?
The DaVinci Code became the bestselling book of the decade because it got bought by people who don’t buy books. On the other hand, plenty of successful authors (like Dave Eggers) only write books for people who buy lots of books.
The advantage of mass is that it’s big. The advantage of the devoted is that they are paying attention and have a desire to spend.
Most times, it’s not obvious which one to pick. But you need to pick.