The chicken and the egg (E)

Concept Definition

Seth Godin introduces the concept of the "smallest viable audience," a term he coined in his book, "This Is Marketing." Unlike the long tail, which focuses on offering a wide array of choices to consumers, the smallest viable audience emphasizes targeting a specific group that can sustain a business. Godin argues that by delighting this niche audience, businesses can create remarkable experiences that encourage word-of-mouth promotion.

The goal here when we're doing a project, is to identify the smallest audience that we can thrive on the smallest audience.

--- Seth Godin

He asserts that trying to appeal to everyone often leads to failure, as exemplified by Twitter's initial focus on a small group of tech enthusiasts at South by Southwest 1.

   

Applications

Real-world applications of the smallest viable audience strategy demonstrate its effectiveness in various industries. Godin highlights how businesses like Twitter initially targeted a niche audience, which later expanded as the product gained popularity. This approach allows companies to become "meaningful specifics" rather than "wandering generalities," standing out in a crowded market.

If we can delight those people, if we can make an experience for them that's over the top, that's so remarkable, they can't help talking about it, they.

--- Seth Godin

By focusing on a specific audience, businesses can thrive even in a world with abundant choices, as they only need a small number of dedicated customers to succeed 1.