FORCING A FOCUS
Pursuing mass, is similar to pursuing mediocrity you cannot choose extremes here you have to make compromises, you cannot please or offend people. You cannot specialise and have to generalise things. That is not what we are seeking. So begin with Smallest Viable Market.
What’s the minimum number of people you would need to influence to make it worth the effort?
Its a simple rule, its easy to cater less people than to a larger mass. We can focus on quantity over here rather than quality. And we will definitely be choosy over who we want to serve?
When the Union Square Café opened in New York, its founder, Danny Meyer, knew that he could only serve six hundred people a day. That’s all the dining room could serve. If you can only delight six hundred people, the best way to begin is by choosing which six hundred people. Choose the people who want what you’re offering. Choose the people most open to hearing your message. Choose the people who will tell the right other people . . . The magic of Union Square Café wasn’t the real estate (it was in a lousy neighbourhood when it opened) or in the famous chef (they didn’t have one). No, the magic was in the guts it took to carefully curate the customers. Choose the people you serve, choose your future.
Through this example it can be understood that how important it is to choose right people to serve, who can understand the efforts being made and reciprocate the sincerity.
The smallest viable market is the focus that, ironically and delightfully, leads to your growth.
This smallest viable market is the space where you can be yourself and make the changes that you want, with people appreciating your efforts and encourage you to be better than before, through their interactions and actions. Its the space to unleash the beauty of service.
Specific is a kind of Bravery
Specific means accountable. It worked or it didn’t. It matched or it didn’t. It spread or it didn’t.
Being specific is choosing extremes, either this or that, no chance for middle ground. Your actions are decisive when you are specific. It is extremely helpful to choose who you want to serve; you cannot serve everyone.
But what if you committed to the smallest viable audience? What if you were specific about who you were seeking to serve and precisely what change you were trying to make? Organize your project, your life, and your organization around the minimum. What’s the smallest market you can survive on?
This are the questions that needed to be answered. After you have the answers, once you’ve identified the scale, then find a corner of the market that can’t wait for your attention.
Overwhelm this group’s wants and dreams and desires with your care, your attention, and your focus. Make change happen. Change that’s so profound, people can’t help but talk about it.
Show empathy to the people who you seek to serve, make your service such that it aligns with what they want in a manner that can make the change, which you want to happen.
Lean entrepreneurship is built around the idea of the minimal viable product. Figure out the simplest useful version of your product, engage with the market, and then improve and repeat.
What people miss about this idea is the word viable. No fair shipping junk. It doesn’t help to release something that doesn’t work yet.
When we combine these ideas, we can think small and think quickly. Our agile approach to the market combined with a relentless focus on those we seek to serve means that we’re more likely to be of service.
We have to understand that our focus here are customers, we need to understand them, align with their needs and make the change happen that we want to make and they want to happen. We have to understand that it is not about everyone; it is only about people who we want to cover our journey of making change happen with!
You have to resist listening to those who does not believe in what you are doing, it is not for them; so they do not really have ability to judge it, it is not about them and they do not understand it. It is only about your smallest viable market and not about everyone out there.
WHAT IS THE GOAL OF SMALLEST VIABLE AUDIENCE?
To find people who will understand you and will fall in love with where you hope to take them. Loving you is a way of expressing themselves. Becoming part of your movement is an expression of who they are. That love leads to traction, to engagement, and to evangelism. That love becomes part of their identity, a chance to do something that feels right. To express themselves through their contributions, their actions, and the badge they wear. You can’t hope that everyone will feel this way, but you can do your work for the people who do.
Finding the people who can understand and love what you want to do!
TO BE CONTINUED……