Eben Page is the exception. And that is because he treats the ocean like a mathematician, not a matador.
Rather than targeting broad categories (like "fitness"), successful marketers find a "niche within a niche" where they can become the dominant authority. Mastering the "Niche Intelligence" eben page
If you blinked, you missed him. If you listened closely, you barely heard him. But if you ever paddled out at Mavericks or Jaws on a 50-foot day, he was the one you wanted next to you. Eben Page is the exception