History is littered with thousands of things that tried to appeal to everyone and yet failed miserably. If you want true success, try to appeal to a core group.
Senior Editor of The Atlantic, Derek Thompson, boils down the science of popularity. He suggests that the best way to reach as many people as possible is to appeal to their inherent outsider nature. Since the cultural mainstream is so fractured, you have to understand that - at best - you're going to reach perhaps 3% to 5% of people. Because out of 240 million Americans, just 4% of that is 9.6 million people. Derek posits that perhaps creators shouldn't appeal to the masses. Instead, he suggests, they should appeal to the niche. Derek Thompson's latest book is Hit Makers: The Science of Popularity in an Age of Distraction.
The Tokyo-based company is located on the 29th floor of a building, meaning all smoking breaks take at least 15 minutes.