WTF Is A Micro-Expert?

I don't talk about my day job here too much. I do commercial retail real estate deals, mainly for small businesses and smaller neighborhood shopping centers. I get a lot of calls from new businesses. In dense urban areas, the one thing that I'm seeing is very small, focused, successful instagram/ social-media-based businesses. It's someone who collects art who has another primary job. A person who has become an expert in vintage furniture from a certain era, whether it's Art Deco or whatever. Vintage magazine dealer. Pottery of a specific kind. A very particular vintage clothing shop—not a Goodwill, but someone who knows everything about sourcing a type of thing. Taco shops doing one kind of taco. Coffee shops specializing in one sort of twee something-or-other, not just--you know, coffee. In a world of Amazon, and in a world of subscriptions, these kinds of things are what will always fall through the cracks. These micro-experts are everywhere. (I visit vintage shops all the time. My…