Podcast Summary: The $100 MBA Show - Episode MBA2632 "Why Most People Don’t Want What You’re Selling (And That’s OK)"

Introduction

In Episode MBA2632 of The $100 MBA Show, host Omar Zenhom delves into a fundamental yet often misunderstood aspect of entrepreneurship: embracing the reality that not everyone will want what you're selling. Released on June 2, 2025, this episode explores why it's perfectly acceptable—and even beneficial—to recognize that your product or service won't appeal to the masses. Instead, success lies in targeting and resonating with the right audience.

Embracing Rejection: Why Most People Don’t Want Your Product

Omar begins by addressing a common entrepreneurial pitfall: attempting to cater to everyone. Drawing from his two decades of entrepreneurial experience, including bootstrapping two multi-million dollar businesses, he emphasizes that trying to "serve everybody" often results in serving no one effectively.

"Most people don't want what you're selling. And guess what? That's completely fine. And in fact, it's expected. It's normal." [01:22]

This realization freed Omar from the guilt of rejection and allowed him to focus his efforts on those who truly valued his offerings.

Narrowing Your Focus to the Right Audience

Omar underscores the importance of honing in on a specific target market instead of casting a wide net. He likens this strategy to everyday choices:

"Not everybody loves sushi. Not everybody likes football. Not Everybody drives a Honda and that's okay because you don't need everyone to succeed." [02:00]

By accepting that universal appeal isn't necessary, entrepreneurs can concentrate on building deeper connections with their ideal customers—those who already see the value in their product or service.

Examples of Successful Niching Strategies

To illustrate his point, Omar shares several compelling examples:

1. Webinar Ninja: Omar recounts his experience with Webinar Ninja, his software company focused on webinars. Instead of trying to convince skeptics of the webinar's value, he targeted individuals already aware of and benefiting from webinars but seeking a better solution. This approach led to more meaningful engagements and successful sales.

   "These people don't need convincing. They're sold on the idea of webinars. Okay? I just need to sell them on my solution." [03:15]

2. Uber: Omar analyzes Uber's strategic targeting. From its inception, Uber didn't aim to replace all forms of transportation but specifically targeted individuals who traditionally relied on taxis—especially in scenarios where taxis were unreliable or inconvenient.

   "They are not trying to sell people that are not normally going to take a car to their destination." [04:10]

   By focusing their marketing efforts on airport advertising where potential Uber users are most likely to seek reliable transportation, Uber effectively reached its ideal customers without wasting resources on uninterested demographics.

Practical Steps to Implement Niching in Your Business

Omar provides actionable advice for entrepreneurs looking to refine their target audience:

1. Get Crystal Clear About Who You Serve: Focus on psychographics rather than just demographics. Understand your audience's beliefs, values, desires, and pain points.

   "What do your people believe in? What do they value? What do they want? What keeps them up at night?" [06:25]

2. Speak Directly to Them: Use language and messaging that resonates specifically with your ideal customers, even if it alienates others.

   "Use language that resonates only with your people and it's okay if others don't get it." [07:40]

   Omar cites the urban fashion brand AND1 as a perfect example. The name itself—a term familiar to basketball enthusiasts—creates an instant connection with its target audience.

3. Celebrate Being Different: Embrace what sets your brand apart and use it as a strength rather than viewing it as a flaw.

   "Your edge isn't a flaw, it's your advantage." [09:00]

   He highlights Kevin Hart’s comedic persona as an example of celebrating and leveraging personal differences to build a unique brand.

Omar’s Own Example: The $100 MBA

Omar shares how he applied these principles to his own venture, The $100 MBA. Instead of targeting individuals interested in traditional MBA programs, which are often expensive and time-consuming, he crafted a practical, affordable alternative for aspiring entrepreneurs.

"We made a lot of jokes and talked about how expensive an MBA is... speaking directly to entrepreneurs who said, I don't want a mountain of debt. I want to start now." [10:15]

This focused approach resonated deeply with his intended audience, leading to enduring success over 11 years.

Conclusion: The Power of Polarization in Business

Omar wraps up the episode by reinforcing that business success isn't about universal appeal but about creating strong connections with a specific group. He likens this strategy to iconic brands like Harley Davidson, CrossFit, and Apple—each of which clearly defines and serves its niche market effectively.

"Business isn't a popularity contest. It's a connection game." [12:45]

By accepting that you won't appeal to everyone and instead focusing on those who do, you not only save resources but also build a loyal and engaged customer base.

Final Thoughts

Omar encourages listeners to embrace their unique value propositions and invest their efforts in serving their true audience. He reinforces that being polarizing is not only acceptable but can be a significant advantage in building a sustainable and impactful business.

"When you stop trying to win over everyone, you finally win the right ones over." [13:10]

For those seeking continued growth and practical business insights, Omar offers his "Three Things" newsletter, promising weekly actionable advice to help entrepreneurs stay focused and advance their ventures.

Key Takeaways

• Accept Rejection: Understand that not everyone will want your product or service, and that's perfectly normal.
• Target the Right Audience: Focus on those who already see the value in what you offer.
• Use Language that Resonates: Communicate in a way that speaks directly to your ideal customers.
• Celebrate Your Uniqueness: Embrace and leverage what sets your business apart to attract the right audience.
• Build Deep Connections: Prioritize meaningful relationships over broad, superficial appeal.

By implementing these strategies, entrepreneurs can create more effective and sustainable businesses that truly serve their intended audience.