Most people are terrified of extremes. They’ve been conditioned since birth to seek the "middle ground," to be "reasonable," and to aim for a "balanced" approach. In social settings, this makes you a pleasant dinner guest. In business, it makes you a statistic.

The middle is not a place of safety. It is a void. It is a high-pressure vacuum that sucks the profit out of your bank account and the relevance out of your brand. If you are currently sitting in the mid-market—offering a "good product at a fair price"—you aren't being sensible. You are being hunted.