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The Audience-Driven approach is about making every business choice with your audience in mind, including what to offer in the first place.
An audience is everyone who should be interested in you, your business, and your products.
The Audience-Driven approach's core principle is simple: you delay defining "the idea" and your product until after you have chosen and explored an audience for your business - because you can't know what your future customers need without understanding them first.
Multi-stage validation:
Tribes consist of people who share an interest, are highly interconnected, and follow the same leaders.
Ask yourself?
During your search for potential audiences, reflect on the issues you feel strongly about, and consider who else might be interested in that.
To find out how much affinity you have for an audience, ask yourself these questions, and quickly note down a 0–5 rating for each.
For each audience, do the following things to find out if they have problems that might interest you.
I recommend spending a maximum of an hour for each audience on your list. Dive as deep as you can into the industry to see what problems and complaints you can surface. Make a note of what exists, what doesn’t exist, particularly what you thought would exist but doesn’t. This is an indicator of the potential transfer of knowledge that you might facilitate.
For every row in your audience list, take a few notes about the problems you encountered, and add another 0–5 value column indicating how interesting those problems sounded to you.
For each audience in your list, look for signs of the following:
For every audience you think is likely to pay or can be convinced to start budgeting for a solution to their problems, add another 0–5 value to their row in your list.
For bootstrappers, a market has to be both large enough to sustain your business and small enough not to attract giant competitors.
For some founders, this will be $10,000/month in after-tax earnings, while others will need this to be much more or a bit less. Take that number, double it as a precaution to account for all the unknown unknowns in the market, and divide it by the price you think your audience would pay for your offering. This will be hard to discover, so look for similar products in the space or draw parallels to products in adjacent industries. That will be the number of customers you need to have, at least, to get to your desired income levels.
For each audience on your list, add another 0–5 value indicating if the niche is sized just right for your bootstrapped business aspirations. Five should be a perfectly sized market.
In your spreadsheet, create one final column, adding the point values for each row. Then, sort the whole table so that the highest total point values appear at the top.
The goal of the Audience Exploration phase is to understand your audience's motivations and move yourself into a position where you can detect an unsolved problem that you can build a business around.
The Embedded Exploration phase ends when you have established yourself in several communities that your audience frequents and have started a note-taking routine about commonly experienced issues and challenges. If you're planning to build a business on the side, this is a long-term activity that you can do while you're working a day job.
During your Embedded Exploration in a community, you will be focusing on these activities:
The initial step of Embedded Exploration is to find the place of professional exchange: the proverbial water cooler.
Kinds of communities:
Start at the top. Find the brands and well-known Influencers, and follow who they follow and interact with.
On Pinterest, users share images and links of things they want, like, and aspire to. Pinterest is less about the personal experience than communicating desires and insights visually.
Many high-follower accounts have started funneling the most active of their followers into private Messenger groups, onto Discord and Slack servers, all places where direct communication can happen without the involvement of the social media platform. Even though these services are also for-profit businesses, engaging an audience on multiple channels with different kinds of communication is a tangible way of distribution channel diversification.
You couldn't get a more homogeneously aligned group of people talking candidly in a central location to learn about their problems and needs. If you find such a group, join it. These communities' internal structure will also give you very interesting insights into how the community understands itself.
Since video production is wildly more complicated than writing a tweet or taking a photo, content is released less often but has much higher engagement when it's published. Subscribe to the right channels, and creators will reliably deliver new developments in any industry into your email inbox. This material may be protected by copyright.
You will find honest conversations between people who are not trying to establish personal brands. That naturally shifts conversations towards the central focus of the community.
Most subreddit communities have resource collection threads as a sticky post at the top of their message feed. If you're taking notes and bookmarking links, this will be a treasure trove. Besides actionable content that will allow you to do problem research, you will also find other external communities that you can join.
The question-and-answer platform Quora is a gold mine for Embedded Exploration. In the best case, you can quite literally ask the questions you want your target audience to answer, and those of them who frequent Quora will answer them for you. But even just as a research archive, Quora is incredibly useful.
For audience research benefits, Slack is a great place to "just hang out." Since it's a chat platform, you will read about the just-in-time discussion about problems that are immediately felt by your audience.
Discord is focused on providing an enjoyable experience for small groups of highly engaged users, both through a text-based chat system and through real-time voice chat.
LinkedIn being a professional network gives you the excellent opportunity to watch how other businesses create leads. By just observing what content gets created and how people interact with it, you will learn a lot about how people communicate in that particular industry. Take note of any professional jargon that you come across.
Forums come from a time of conversational equality. It's fine to stand out, but acting against the group's interests will get you removed from forums very quickly. Build relationships, engage with other forum members, and you'll find a great place to learn about their issues.
Building a relationship with someone involved in your audience community on a weekly basis is a valuable thing to do. Not only will you have access to someone who has a lot of unique insight into the industry, but you might be interesting interview material for them eventually, which will be very useful once you grow your own following.
When it comes to the quality of research, closely observing a private community from within can yield incredibly insightful results — at the cost of a lot of reputation-building and expected interaction.
Offline communities are wonderful for building real relationships with people who care about a subject matter.
If you're interested in learning and embedding yourself in any kind of community, focus on these principles:
Provide:
When you're new in a community, people expect some level of initial effort after you join. Make it easy for people to get to know you. The real you. Don't hide behind a pseudonym. Own your name and use it for your public work.
If you find a domain expert you really like, try finding their other social media accounts, follow them there, and start exploring the followings and communities in which they are active.
Every action taken by a member of the group should benefit all members of the group.
Don't sell. Don't market. Just learn — and share what you learn.
You don't have to take a full-time job to benefit from this insight. Freelancing, part-time jobs, or even interning will give you access to both the interesting knowledge and the people who hold it. It will allow you to attune your understanding of an industry to the reality of the day-to-day work within it.
The goal of Embedded Exploration is to understand an audience enough to detect how you can help them. You're focusing your attention on becoming an expert in the subject matter, the people, the relationships, and what drives your audience.
Problem Discovery is over when you have selected a problem to solve and started working on a solution.
If they feel some sort of pain you can relieve, that's a problem. If they have a job that needs to get done or a goal you can help them achieve, that's a problem. Even if you can help them gain more of something than they have now, that's a problem that you can help solve.
Since problems are perceived strongly or weakly, we need to look at what happens at either extreme. People don't pay for solutions to problems they don't mind having. If a person doesn't feel pain, they aren't looking for a painkiller. They probably won't even prepare for a time when they might have the pain in the future. But once they feel the pain intensely, they will look for a remedy immediately.
A critical problem is both important and urgent. It's likely a painkiller, as vitamin-like problems are optional by definition. Solutions to critical problems are "must-have" products. A nice-to-have product solves a non-critical problem.
Three Kinds of Problems:
The Properties of Critical Problems:
People gladly pay as soon as paying for the solution is cheaper than continuing with how they attempted to solve their problems before.
As a general rule, people will pay for a solution:
Prospect Awareness Scale:
People...
Carefully observe your target audience for their understanding of who sets the budgets and who makes the ultimate purchasing decisions. These people are the ones you want to talk to if you ever intend to make money.
You're better off trying to quickly invalidate your assumptions than to validate them. Every theory that you can invalidate is one less mistake waiting to happen.
Once you have found the people you want to serve and empower, and you have zoomed in on a problem space within their lives, you will now both build an audience and build for that audience.
If your target audience is on Twitter, too, all the better. If not, be present inside the founder community nonetheless. It will make all the difference.
Building an audience allows us not to lose everything when we start something new because our previous attempt didn't work out.
Every expert in the community is recognized as an expert because people trust what they have said before. It's really about exposing yourself to a community, sharing your learnings and insights in a meaningful way that helps other people.
You learn, you validate, you build, you release, you observe.
Without this kind of intentional interaction, you would never learn about people's problems. That's why it needs to happen in public.
Let's pull all this together: audience-building requires you to build two parallel brands, one for yourself and one for your product and your business. You want people to be interested in what you want to eventually sell and establish a reputation as a caring expert that you can carry with you beyond this particular business. Act from an abundance mindset, engage, empower, and provide valuable content and build in public to leverage the feedback mechanisms that being embedded in a community allows for.
Understand that by building in public, you are building capital; you're building wealth. Even if you fail or disappoint some people, your struggle and your journey will mean something.
Start by being an ambitious learner. Share your journey, share your learnings, and become a person that people in your community want to engage with — because you lift up and unite everyone around you.
With consistency and persistence, you will show up on more and more radars.
Your journey deserves to be documented. Insist on telling your story and ignore those who dismiss it. Listen to those who embrace it and build relationships with like-minded people.
The practice of Audience Audition has two parts: the hunting phase and the gathering phase. You hunt for opportunities to engage, and then you gather followers by actively engaging with the original author of the tweet and their followers who are responding to it.
Your profile page should be an invitation: an invitation to become a friend.
Here are the main themes that I have run into and how I usually engage with them:
Any tweet you send out for your Audience Audition should do one or more of these four things: Expand, Focus, Syndicate, or Invite.
Growth is something that can be made visible. The act of empowerment will help you do that for yourself and, more interestingly, for others. That's what the Opportunity Surface concept is about: taking time to invite in serendipity by doing as much as possible to connect with other people meaningfully.
The best and most encompassing definition of "content" that I could find is "information made available" — and I believe that is a pretty insightful definition. Not only do you need information, but you need to make it available for someone to consume.
Creating original content is great, but it’s not the only way to provide value to your audience. By allowing for accessibility, understanding that different people need to learn about things at different times, and re-using content made by other creators, you can generate immense value for those who are listening to you.
A reasonable schedule (and a few tips) for a side-hustle that won't demand more than a few minutes each day. Manual tasks:
Automated tasks:
If your personal brand is that of a domain expert, then your professional brand needs to consist of two parts: the experienced founder and the successful product.
While sharing the founder journey:
While sharing the product journey:
Some audiences are more permanent than others. Over time, you will experience churn in your follower numbers: some people just move on. They graduate from you. You’ve taught them everything you know, and they now need something — and someone — else.