“Communities already exist..think about how one may help a community to do what they want to do.”
As a rule of thumb if you cannot find a forum (broadly defined) that has already collected a chunk of your prospects–a target rich environment–then one of three things is true:
- You are in a nascent market where there is little agreement on the terminology or problem definition: people have the problem but don’t realize that there are others like them. This is the least likely situation.
- You are not using the language or terminology that your prospects are using to describe the problem or their needs. You are failing the “shibboleth test” (see Judges 12:6) so you cannot find them on-line. This is less likely.
- You haven’t looked hard enough. This is the most likely situation. Ask your current prospects what magazines, trade shows, on-line forums, etc.. they consult to compare notes with peers and find out about new solutions.
We spend a lot of time looking for communities of practice devoted to the problems our clients’ software or services target.
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