Niche Up, Not Down: Finding Focus Through Smallest Audiences

The concept of “niching down” has been a popular strategy for projects aiming to find their focus. However, the article argues that this approach is backward.

• Instead of "niching down," the author suggests "niching up," focusing on identifying the smallest group of people who could sustain a project. This group, the "smallest viable audience," becomes the core focus of the work.

The Power of Focusing on a Smallest Viable Audience

By choosing a small group as the primary audience, the article highlights several advantages:

• Increased Responsibility: The project becomes accountable to a specific and well-defined audience, demanding higher quality and impact.
• Enhanced Focus: The project's energy is concentrated on meeting the needs and desires of the carefully chosen "smallest viable audience," leading to more refined and purposeful work.

Defining the Smallest Viable Audience

The article encourages identifying the characteristics and desires of the chosen "smallest viable audience." It suggests asking:

• What are the commonalities within this group?
• What are their specific wants and needs?
• What would they miss if the project disappeared?

Benefits of Focusing on a Smaller Group

The article emphasizes the benefits of this "niche up" approach:

• Improved Quality: The focus on a specific group pushes the project to deliver a higher quality of work, meeting the demands of the chosen audience.
• Greater Impact: By serving a smaller, well-defined group, the project can create a deeper and more meaningful impact.
• Foundation for Alternatives: Focusing on the "smallest viable audience" allows for the creation of a clear set of values and principles that can be used to recommend alternative solutions for those who don't belong to the chosen group.

Moving Beyond Hustling for More

The article emphasizes a shift from "hustling for more" to "focusing for better." By choosing a "smallest viable audience," the project moves towards a more purposeful and impactful direction.

• This approach prioritizes quality and audience connection over simply expanding reach.

In Conclusion:

The article advocates for a strategic shift from "niching down" to "niching up," emphasizing the power of focusing on a carefully chosen "smallest viable audience." This approach fosters higher quality work, greater impact, and a deeper understanding of the audience's needs.