Are You Fishing in the Right Pond?

Target Audience

Defining a target audience is crucial for creative firms aiming to refine their market positioning. Blair Enns emphasizes the importance of staying narrowly focused to attract a broader market, as tangential markets often see relevance in specialized services 1. He warns against the temptation of faking narrowness, which can lead to meaningless distinctions without real expertise 2. David Baker adds that a genuine focus should allow one to speak extensively about their niche, ensuring that the specialization is substantive and not just a stated focus 2.

   

Market Balance

Finding the right balance between broad and narrow targeting is essential for creative firms in today's economy. Blair Enns uses a golf analogy to explain that while firms should aim for a specific target, they should be content with reaching a broader market 3. He notes that economic uncertainty makes it crucial to reassess the market a firm serves, suggesting that firms may need to rethink their positioning strategies 4. David Baker highlights that the target market should be those selling expertise, not just products, ensuring alignment with the firm's core competencies 4.