Chapter 2

Why is selling to fewer people easier?

Bán cho ít người hơn, sao lại dễ hơn?

The chapter's question

If I served only one group, what would become easier?

Big idea

A narrow group lets you speak their exact language, and referrals travel much faster.

In this chapter

  1. Part 2.1

    Speaking Their Language

    How does a narrow group change the way I write?

  2. Part 2.2

    Finding Them

    Does the narrow group gather anywhere?

  3. Part 2.3

    Referrals Travel Faster

    Why do people in the same trade tell each other?

  4. Part 2.4

    A Simpler Product

    How do fewer segments mean fewer conflicting demands?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of Choosing a Narrow Group is free to read right here.

Read in Conan School

Chapters of Choosing a Narrow Group

  1. 1.Why is "anyone could be my customer" a problem?
  2. 2.Why is selling to fewer people easier?
  3. 3.Is the biggest group really the one to choose?
  4. 4.Is turning away paying customers ever smart?
  5. 5.Is expanding early ambition, or slow suicide?