You’re doing everything you’re “supposed” to do. You’re posting, you’re boosting, you’re creating content, you’re shouting your message from the digital rooftops. But the return is a trickle. The engagement feels hollow. Your marketing feels less like a conversation and more like screaming into a void.
It’s a common frustration for founders and brands who genuinely care about their work. The conventional marketing playbook tells us to go bigger, reach more, and scale faster.
But what if that’s the problem? What if the key to growth isn’t getting bigger, but getting smaller?
The Tyranny of “Everyone”
Mass marketing forces us to sand down our unique edges. In an attempt to appeal to “everyone,” we end up creating for a mythical average person who doesn’t actually exist. Our message becomes generic, our product becomes a compromise, and our connection with our audience becomes a mile wide and an inch deep.
This approach is not only exhausting, but it’s also unnatural. It’s a forced, inorganic way to grow that rarely leads to the loyal, enthusiastic community every meaningful brand craves. It prioritizes reach over resonance, and noise over quality.
It’s time for a more intentional path.
The Shift: From “Everyone” to “Someone”
Marketing visionary Seth Godin talks about the “smallest viable market.” This is the core of a more human, effective, and sustainable way to build a business.
The smallest viable market is the most focused group of people you can serve who will particularly benefit from and care about your work.
This isn’t about thinking small in terms of ambition. It’s about being laser-focused in your service. Instead of asking, “How can we reach the most people?” you ask, “Who is the specific person I am trying to change, to serve, to delight?”
When you define this “someone,” everything clarifies. You’re no longer guessing. You’re building a bridge directly to the people who need you most.
Why a Smaller Focus Creates a Bigger Impact
Embracing this philosophy isn’t just a tactic; it’s a strategy that aligns perfectly with building a business that is unique, natural, and high-quality.
You Are Forced to Be Unique
You cannot serve a specific niche with a generic solution. Focusing on your smallest market compels you to understand their specific dreams, pains, and language. It pushes you to stop imitating and start innovating, creating a solution so perfectly tailored it feels like it was made just for them—because it was.
Growth Becomes Natural
When you truly solve a problem for a specific group, they don’t just become customers; they become advocates. They are the ones who will talk about you, share your work, and tell a story on your behalf. This is the engine of word-of-mouth. Growth stops being a constant, uphill battle and starts to flow naturally from the value you create.
It Demands Uncompromising Quality
Your smallest viable market is discerning. They are experts in their own problems. You can’t fool them with clever copy or flashy ads. You have to show up, listen, and deliver uncompromising quality and care. This intense focus elevates your entire offering, making your work undeniably better.
Your Message Becomes Radically Accessible
By deeply understanding your audience’s worldview, you learn to speak their language. Your message cuts through the noise because it resonates on a personal level. It feels like a welcome letter, not a billboard. This is true accessibility—meeting people where they are, with a story they understand.
Finding Your “Someone”
So, how do you find your market? Start by asking generous questions:
- Who would be truly disappointed if we were gone tomorrow?
- Whose problems do we get uniquely excited about solving?
- What specific change are we trying to make, and for whom?
- What group of people do we care enough about to say “no” to everyone else?
This isn’t about exclusion. It’s about focus. It’s about earning the trust and attention of a few, so you can eventually serve many.
Stop trying to be everything to everyone. The world is too noisy for that. Instead, be everything to someone. Make your work a generous gift for a specific few, and watch as they share it with the world.
Ready to Find Your Someone?
Are you building for everyone or for a specific someone? If you’re tired of shouting into the void and ready to build a more resonant brand, let’s talk. We help remarkable businesses connect with the people who need them most.