never in history has it been as easy to find and market to the smallest viable audience as it is today..

never has it also been easy not do the deep work to design a viable proposition for the smallest viable audience. Instead media targeting is thought of as a hack to greater profitability without the hard work of understanding whose needs we are designing to meet.

To meet the needs of the smallest viable audience means to understand their needs, to know what they care about, why they care, when they care, for whom they care, if they believe the need is worth paying for and if we believe we can sustainably fulfill it. Targeting is not a strategy, it is a means to convert on the hard work. Consistently converting on the hard work profitably is what needs to be a sustainable business.