It’s easy to want the biggest chunk of the market. But the biggest chunk of the market is also difficult to reach out as it is made up of grey pockets of small tribes. Each tribe is very black and white with what they want and the story they buy into. These are often the anchor, the launch pad of many brands. Telling them a compelling story of how and why you exist often makes them evangelists for your brand. They spread the good brand story. But first you have to determine what is the good brand story that you will tell them.
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