I want to run through a couple of hurdles and considerations that the article made me think about before I pitch an indy.
1. Competition. In a market, there's always going to be competitors that will be trying to do what you do but better. The article was essentially arguing that there are NO niches. You're only hope is to do something nichey and do it better.
2. Simplicity. In the words of Thoreau: "simplicity, simplicity, simplicity." The article says, "You can never be short and clear enough in your elevator pitch." I take this to say that pitches are not only elevator pitches. Everytime a new or prospective audience member, viewer, listener hears about your project – that's an opportunity for a simple, concise speech. The website must be simple, clear, and concise, like an elevator pitch. Even if your niche or idea is complex, it has to be able to be conveyed in simple, bite-sized terms because of the plain fact that people's curiosity is ephemeral, and you may only have their attention piqued for a few seconds before they're gone forever and with it your hopes of popularity.
3. Marketing. If you're going to stay alive you need a crowd, and you need to crowdsource that crowd. There are many ways to do this but it's critical to have a plan. Without a marketing plan you're just sitting and wishing when competitors are chomping at the bit.
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