This Is Marketing
Also known as: Smallest Viable Market · Purple Cow · Permission Marketing
Serve a specific group remarkably well and earn permission to keep talking to them.
Reframes marketing as making change for a defined audience: pick the smallest viable market, be remarkable enough to spread by word of mouth, and earn ongoing permission rather than interrupting strangers.
Core concepts
Smallest Viable MarketRemarkabilityPermissionTribes
Best when
- You're trying to be for everyone and resonating with no one
Watch-outs
- Inspirational more than procedural