Many businesses fail, not because they’re bad, but because they try to be for everyone. In a world obsessed with scale, we’ve been conditioned to believe that bigger is always better—more customers, more followers, more reach. But the real game-changers? They start by serving a specific group of people deeply, not broadly.
This is the power of the smallest viable market—the absolute minimum number of people you need to make your business, brand, or creative work thrive. Or what Kevin Kelly refers to as 1,000 true fans. And the irony? Focusing small is what allows you to grow big.
Strategy is the Process of Becoming
Strategy isn’t a fixed plan—it’s the process of becoming something over time. The best brands and creators don’t start with mass appeal. They start by delivering so much value to a small, dedicated audience that growth becomes inevitable.
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- Airbnb began by catering to broke travelers who needed a cheap place to stay during conferences.
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- CrossFit didn’t market to everyone—it focused on hardcore fitness enthusiasts before becoming a global phenomenon.
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- YETI coolers weren’t built for the average consumer. They were created for die-hard outdoor adventurers willing to pay for extreme durability.
Each of these brands didn’t just sell a product. They became the trusted choice for a niche audience first. Then, growth followed.
Why Focusing Small Leads to Bigger Success
Trying to appeal to everyone waters down your impact. But when you focus on serving a specific audience, a few key things happen:
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- You Create Raving Fans – When people feel like your brand is made for them, they become your biggest advocates.
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- You Build Trust Faster – It’s easier to connect deeply with a smaller group than to resonate with the masses.
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- You Become the Best in Your Niche – If you’re laser-focused on one group, you can refine your product or service to serve them better than anyone else.
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- Growth Becomes Organic – When a core group of people love what you do, they spread the word. No massive ad budget required.
How to Find Your Smallest Viable Market
If you’re struggling to gain traction, you might be aiming too broad. Here’s how to define and own your smallest viable market:
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- Identify Who You Actually Serve – Who benefits the most from what you offer? Be specific.
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- Solve a Hyper-Specific Problem – The more niche the problem, the stronger the connection.
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- Speak Their Language – Avoid generic messaging. Talk like your audience. Use their words, not corporate jargon.
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- Make Your Offering Undeniably Valuable – When you’re the only brand solving a problem effectively, people will find you.
Action: Niche Down Today
What’s one way you can narrow your focus starting today? Pick a segment, refine your message, and go deeper instead of wider.
Remember: You don’t need to be for everyone. You just need to be for someone. The more specific you get, the bigger your impact will be.
Or as Zig Ziglar, said – “Don’t become a wandering generality. Be a meaningful specific.”
