"Why aim for a mere $100K when I can try to build a billion-dollar business?" Two reasons: 1) Aiming for the latter from the outset often leads to neglecting the high-touch 1,000 true fans who act as your most powerful unpaid marketing force for "crossing the chasm" into the mainstream. If you don't build that initial army, you're likely to fail. 2) Do you really want to build and manage a big company? For most people, it's not a fun experience; it's an all-consuming taskmaster. There are certainly ace CEOs who thread the needle and enjoy this roller coaster, but they are outliers. Read Small Giants by Bo Burlingham for some fantastic examples of companies that choose to be the best rather than the biggest."