Your enterprise does not need everyone. You need and desire those who are deeply passionate about your cause. Those who want front row seats, to purchase the limited edition, and offer themselves as advocates. The ones who want the tattoo. Consider Harley-Davidson. Loyal owners belong to HOG (Harley Owners Group) one of the most exclusive privileges. If everyone owned a hog the magic would be gone. Having one of the most distinctive looking and sounding bikes on the road is the signature of a movement who only wants a few exclusive members.
Who do you need?