Hi! This is Peter Winick. I’m the founder and CEO of Thought Leadership Leverage. And I want to talk to you today about a common mistake that I see authors thought leaders and speakers from around the world do. And what they try to do is make their content so broadly appealing, so relevant to everyone that in essence what they’ve done is watered it down and make it relevant to no one. You’ve got to make your content relevant specifically to a target market, specifically to a niche, specifically to a certain type of person: be that demographically, be that psychographically, be that by profession, be that by level in their career. And you need to start there and then build up. If you start at the high level, if you start by making your content so inclusive, what you’re actually doing is making it less likely that I’m going to be engaged in it, as someone that has a specific need.