A comic, all they have to do is, if you do something funny in a comedy club and you put it up on you tube, it might get a million hits! All it needs to do is resonate with one person who sends it to their friends, who sends it to other people, and before you know it, it has spread virally and BOOM! All of a sudden that person has a name.
If you were a corporation needing financial services, and I can give you something better, faster, and cheaper across 12 products as opposed to eight, that's business. I'm doing it because I'm serving you; I'm not doing it because I want to be universal.