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Most of the time, playing in the middle won’t serve you well. You blend in or stay stuck in a homogenous pattern. Sometimes, playing the extremes can help you cut through and serve the needs of a different audience.
Let’s consider what people use to watch television. In the middle are a lot of average-size TV screens. But on the edges you’ll find extremes. On one end are the huge flat screen TVs and home theater systems. On the other are iPods and smart phones with tiny screens that play video. They all serve a need and appeal to certain people at different times.
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