There are times I struggle to get it right and express myself clearly and concisely. And, others when what I’m trying so hard to communicate takes on a life of its own. This is one of those times when what I am trying to say has taken over. One of those times the subject demands expression.
It is the notion of a Minimum Viable Audience: the smallest conceivable group able to sustain your work. It’s an idea that has fascinated me for years. Perhaps, because it is the antithesis of everything we (think we) know about business and marketing. In a world where literally everyone is struggling to increase their share of the market: to find the largest possible audience for their goods and services, MVA suggests the opposite.
Find the smallest sustainable group of individuals you can delight. Amaze. Overwhelm. Individuals who know with perfect faith that you have done everything you can to address their wants, needs, and expectations. People who will tell everyone they know just how incredible you are and let them market for you!
the Minimum Viable Audience
Know it or not… Like it or not… If you are operating a business during this crisis or planning to operate in a post-pandemic universe, you are fully engaged in identifying your Minimum Viable Audience. Or, you should be!
How do you remain viable running a restaurant at twenty-five percent capacity? Keep theater alive filling every third seat? Or, your automotive service business open maintaining physical distancing and best pandemic practices to protect your customers?
You find your MVA. Search for and embrace the folks who love you and what you do. The twenty percent of your current customer base responsible for eighty percent of your revenue!
You find them. Embrace them. Serve them. And, then, build from there!
mass marketingmicro marketingminimum viable audiencereinventseth godin