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