The Niche Target
size isn’t what makes your consumer target valuable; passion is.
think of your target market as a solar system, a loosely connected group of celestial bodies that represent segments large and small within your brand’s universe. what do you think is at the center of this solar system, using its gravitational pull to hold it all together and set everything in motion? if you said “my brand,” then I’m really glad we’re talking - because you're wrong.
at the epicenter of your target market - shining a sometimes blindingly brilliant light and attracting all other segment planets with its irresistible magnetism - is your niche target. their passion is so palpable, everyone else revolves around them, never quite becoming the center of the system, but constantly energized by it. in some cases, your niche target might not even buy your brand (gasp!) but they’re the aspiration for everyone who needs your product or service to be more like that blazing star. there are few of them, but they are mighty.
and that’s who we learn from. that’s who we design for. that is our tribe.