Brands are best served when made for specific people. For years, I've been encouraging founders to focus on building a brand for one person.
In reading the Lean Startup, there was a moment of clarity: the person you build a brand for is the early adopter. Prior to reading this, I'd be referring to this persona as the ideal customer, but that isn't as objective as early adopter. Here's why:
Early adopters seek out uniqueness and difference, they are very particular with good taste, they have strong tribal associations, and they are willing to go out on a limb to try something new. Furthermore, they are the first dominoes to buy into a product that will eventually spill over into the early majority and late majority. You cannot impress the majorities if you have not impressed early adopters.
Build a product for your ideal early adopter. Not the average or ideal customer.
If you show up to a gun range with no target, you have zero chance of hitting something worthwhile.
Conversely, even if you can't hit the bullseye every time, a target makes the process exceedingly more enjoyable. You can track progress, you can try new methods, and you will hit a bullseye at some point.
If you try to build a brand without first defining it, you have zero chance of making something worthwhile.
Conversely, even if you can't be on brand every time, defining it makes the process exceedingly more enjoyable. You can track progress, you can try new methods, and you will be on brand at some point.
Point being, have an aim.
I woke up feeling like crap today.
Figures, a lot of my friends had gotten sick so it was a matter of time before it came my way.
I still feel like crap so I'll keep this one short:
It's better to dedicate one whole day to getting healthy than to draw out a cold over the course of a couple days. And so, I'm taking a sick day.
Check back in tomorrow for a real MF Punch.