Cultivating Audiences vs Chasing Markets
Most businesses die trying to appeal to everyone instead of being irresistible to someone. We should be Cultivating Audiences instead of Chasing Markets.
My top takeaway today while reading ‘Oversubscribed’ by Daniel Priestley perfectly crystallizes something I’ve seen play out countless times in business:
Don’t cater to the market. Focus harder on finding your best people.
Here’s what I mean:
The most successful businesses I’ve worked with didn’t succeed by trying to please everyone – they won by going all-in on serving their ideal clients exceptionally well.
Think about your own business:
• Who were your best clients ever?
• Which projects felt effortless?
• Where did you create the most value?
• When were you most energized by the work?
That’s not just data – that’s your roadmap.
The market will always be noisy. There will always be new tools, trends, and “must-have” tactics (looking at you, AI).
But sustainable growth isn’t about chasing every shiny object. It’s about knowing exactly who you serve best and doubling down on being irreplaceable to them.
Too many businesses dilute their impact trying to be everything to everyone. The real opportunity is in being everything to exactly the right someone.
What would change in your business if you focused exclusively on your ideal audience instead of the entire market?