We can't be everything to everyone - how to build a playbook for your target market
summary
Presents a 5-step playbook that starts by interviewing current customers repeatedly to learn why they bought, uses open-ended questions and surveys plus networking to find non-customers, and maps competitors and buying contexts (example: a due‑diligence platform only used during transactions). Recommends spending roughly equal time on customers and noncustomers, capturing the buyers’ language to build product and marketing, and favoring a recurring revenue model for predictable value and lower churn while you interview current customers.
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chapters (10)
- 0:00Introduction and welcome
- 0:47About the speaker
- 2:31Why we can't be everything
- 5:40Finding your target market
- 7:26Steps to define target market
- 12:26Building your playbook
- 15:12Interviewing target customers
- 17:17Simplifying revenue model
- 19:42Key takeaways and conclusion
- 21:05Q&A session
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