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Focus: Not too wide, not too narrow

Seth Godin on Applying effort.

‘Even if we don’t know precisely where to put the effort, a focus on the right categories pays off. Too often, we aim too wide (it feels more deniable). And sometimes, more rarely, we aim too narrowly.’

Seth is very much an advocate of marketing to a core audience, starting narrow and widening out as your reputation grows.

Marketing to a single person can be very effective at building a relationship, and over time that person may buy from you but what if they don’t. Building a relationship with a small group or community allows you to focus on their needs, test out ideas and hone your product while minimising the risk that they won’t buy.