By Jason Cohen: How do you get 40,000 fans, whether web app customers, blog readers, or book-buyers? By talking to the fringe, not the middle. By taking a hard line on what’s important to you. By having strong opinions, even if weakly held. By being specific, not general, By speaking to your target audience, not to just anyone who happens by your website. By taking the smallest, most well-defined niche you can muster and owning it 100%.