Read the original at Lenny’s Newsletter ↗lennysnewsletter.com · subscriber post
By Lenny Rachitsky · lennysnewsletter.com · @lennysan on X · YouTube · LinkedIn
This post, step two of a six-part series on launching consumer businesses, argues that early growth depends on picking an almost comically narrow 'super-specific who' as the first target audience. It draws on examples from companies like Pinterest, Yelp, Netflix, Instagram and Wealthfront, and offers a short exercise for identifying early adopters.
Subscriber post — summary only01Key takeaways
- Early adopters are often not the obvious demographic; Pinterest found traction with female bloggers rather than tech workers.
- Define the first target customer narrowly, ideally with about three specific characteristics, then refine as you learn.
- Look for the customers who care most about your unique value, not just anyone who finds the product interesting.
- Targeting the wrong audience wastes time, but finding the right early users makes most other growth efforts easier.
- Broad positioning can cap growth; focusing on specific personas and use cases can reignite it.
“It must be almost comically narrow, to the point where you may be misunderstood for such a narrow focus.”Andy Johns · Lenny’s Newsletter
02Frameworks mentioned
Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.