You know how everyone starting an online business tries to appeal to everyone?

Their about page says they help teens, parents, office workers, and retirees.

Their product does five things. Their content covers whatever felt interesting that week.

And I get it.

Saying no to a type of customer feels like leaving money on the table.

Thing is, Coca-Cola just proved the opposite.

Mr. Pibb, a soda that has existed since 1972, became the fastest-growing brand of 2026.

Not a new product, not a viral moment. A 50-year-old drink that most Americans walked past at the gas station without thinking twice.

So what changed then?

They chose just one thing: spicy cherry with caffeine. That was all they wanted.

Every package, every campaign, every sample they handed out at events was made around that one thing. Nothing else.

The brand grew sales by over 20% in one quarter and brought in 4 million new households this year, going by Coca-Cola’s own earnings call.

The weird part here is, they went smaller to grow bigger.

But most other businesses do the other way, the opposite. They add more features, more use cases, more audience segments. And then can’t figure out why nothing works.

Now, to be fair, Coca-Cola had distribution deals, huge partnerships, and a sampling budget that most of us will never touch.

So yeah, you can’t just copy what they did.

But you can copy the decision: commit to one specific thing, and build everything around it.

One platform. One audience. One problem you solve.

Talk soon,

Minosh

One more thing: if you’re still figuring out what your one thing should be, this might help.