Marketing as a service.

As marketers, we exist to serve our smallest viable audience.

We put in the hard work of choosing the audience, empathising with them, positioning our product to fulfil their needs and creating tension for them to raise their hands.

But we can’t force them to raise their hands. Whether we are teachers or parents or friends, it’s upto our audience to board the bus for the journey that we are presenting them with.

Marketing is a game that we learn by doing. We are wrong many times before we are right.

And every time, the first question always is, “Who’s it for?”. Unless we are clear and specific about our smallest viable audience, there is no forward motion.

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