Someone, not everyone

The biggest mistake most entrepreneurs make is to be too broad in who they’re building it for.

And that’s natural. Having more people who could buy your products feels safer, needing your nonprofit or reading your book. It’s almost like there’s that proverbial list in the back of our minds of all the people who might be able to be customers. The longer the list, the safer it feels, the better the idea might be.

That might be true for Coca Cola, but it’s not for 99.9% of all other entrepreneurial efforts.

The much better, yet much less intuitive, path to take is to narrow the people you want to call your customers, users, readers, students, and audience.

Because if you do that, three things will happen.

1. You will have a stronger understanding of the specific problems that a group of people has.
2. You can create a much better solution to solve that specific problem.
3. When you have a real solution to a specific problem, marketing gets to be super easy.

All you need to do is to cut the fluff and describe what problem you solve for whom.

We help people who need this do this.

The more specific, the better.

Build for someone, not everyone.