If you think project management is a case of the blind leading the blind, try your hand at marketing some time.
Niche content designed to go viral can literally apply to people in a geographic region of a single neighbourhood.
And the neighbourhood can be both literally, as in a few blocks of houses, and figurative, as in a small hobby interest about bare back riding on the slopes of Machu Pichu.
The distance between “unable to” and “can” is getting narrower. I was unable to reach a wide enough audience with my ideas. But now I can. I was unable to build my own furniture. But now I can. I was unable to design my own shoes. But now I can. Now, we all can. On the flip side, the distance between can and will is getting wider. I can print my own t-shirts. But I don’t have the time. I can design my own jewelry. But there’s so many other things to do. I can build my own publishing channel. But this other company did it for me. The problem with “will” is that we defer the action of doing until later, because we use the paradox of choice to make no choice at all.