If you want to fail, assume there is an audience

The document discusses the misconception that consumers care deeply about brands, emphasizing that most people have shallow relationships with brands and typically engage with multiple products without loyalty. It argues that marketers should focus on reaching a broad audience rather than trying to create deep engagement, as many marketing efforts fail due to indifference from consumers. Ultimately, the document encourages brands to be relevant to people's interests rather than solely focusing on nurturing enthusiasm.