Mid-Market isn't a User Persona | Software Branding

Why the desire to capture 50% of the market is a flawed mission that will ruin your product.

March 9, 2021

"Our target persona is the mid-market."

What this really means is that the founder is looking to acquire the most marketshare possible. Understandably. Mid-market means you've leaped the chasm between early adopters and innovators into the realm of the masses. More buyers, more cash, more power to do amazing things with your product.

Here's the problem: no one gets there as a first step.

The innovation curve starts with innovators and early adopters for a reason, because the mid-market is scared of anything new and exciting.

Even Jesus had early adopters (a small focus group of 12 disciples). It wasn't for centuries that His mission finally reached the masses.

The point? Start with a small group of innovators in a niche market, understand what problems they have, who they admire, and build things for them. They will give you grounds to prove yourself so that the mid-market will eventually trust you.

Mid-market is not a user persona.

More you say?

The Overlap

Why you can't just build something for yourself.


"Well, I'm my target market, so I should design a brand for myself."

I hear this a lot, especially from startup founders who think they have an amazing product that is going to solve world hunger and end war forever (I'm kidding, but you get the idea). However, despite the product being so amazing, they can't get sales, have a hard time pitching, and are constantly pivoting to the point of exhaustion. What's more, they all have shitty brands.

Why is that? Because going into business to build something for yourself is a surefire way to have an aimless brand, one that you cannot objectively validate. It's doomed from the start. Think about it, if you fully embody the exact persona of someone who could use your product, then they don't need you. They are able to solve this problem themselves. Good luck making them feel something other than contempt for you imposing yourself on their day-to-day.

I get it, you want to enjoy the work you do and have a brand that you can appreciate being a part of. You cannot find that focusing on yourself.

The key is to find overlap, a common thread between what your customers value and what you value. There is a reason they are listed in that order, as you, being an entrepreneur, can build a kickass business and brand whether you feel personally attached to it or not. You'll crush it because solving problems for other people is what you're best at, that is your job.

If you happen to have a passion for the brand and can align with it personally, all the better. But, you have to focus on a customer first or you have no business. Not only in the products you create, but the way you make them feel. That's where the branding magic is born.

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Early Adopters > Average Customer

Shifting your brand to focus on those who really need you.


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.

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