Every ‘universal’ brand is in actually exclusive.
McDonalds excludes people who care about organic produce.
Ikea excludes homemakers who wish to personalize their living space.
Microsoft excludes geeks who are passionate about the open-source movement.
AirBnB excludes travellers who want a consistent hospitality experience.
The answer to ‘who is it for’ requires a clear understanding of ‘who is it not for’. If the answer is, ‘it is for everybody’, it ends up being for nobody.
Observations 