From Seth Godin:
Produce for a micro market.
Market to a micro market.
When someone wants to know how big you can make (your audience, your market share, your volume), it might be worth pointing out that it’s better to be important, to be in sync, to be the one that’s hard to be replaced. And the only way to be important is to be relevant, focused and specific.
And from Jerry Garcia (The Grateful Dead) – Be the only ones who do what you do.
Any successful business/organization has to know its customers/clients/members and then be important to them. Thinking back to our business….we needed to be more relevant….more in contact with our customers. Perhaps special events just for our most valued customers….special offers….or a customer appreciation day….nothing to buy….a show of appreciation for their loyalty. Certainly once a quarter would have done the job.
The goal of course to be the only business that did that…and of course be the leader in our own micro market.