Teach us to care and not to care Teach us to sit still. TS Eliot, Ash Wednesday In order to powerfully serve our chosen audience, we have to get intimate. We have to know their desires, their values, the fears that keep them awake at 3am. We love them deeply. We think about them constantly….
Category Archives: Who
The 100% effective guide to specifying your audience
I’m strolling by and I see you moping at the side of the road, with a blue helium balloon tied to your wrist. “Hi there, sweetie,” I say. “What are you looking so glum about?” You pull the balloon down by its string and show it to me. On its side in yellow letters it…
Demographics suck
Yep, demographics suck ass. You know why? Demographics are boring. No-one thinks to themselves, “I’m a 25- to 35-year-old woman on more than $45,000 a year. What kind of bicycle would someone like me buy?” That’s not how we identify ourselves. We think of ourselves as sporty, or well-read, or blunt, or trendy, or common-sensical….
A love letter to my Wrong People
Dear Wrong People, I adore you. Thank you so much for helping me learn more about myself. Thank you for disproving my first naive and hopeful, “Oh, I’ll work with anyone,” marketing. For reminding me, again and again, that my Wrong People are not Bad People. There’s nothing at all wrong with you, or with…
