Choosing Who It Is For

I’m re-reading This Is Marketing by Seth Godin. One of Seth’s themes is that a business should take a stand on a very specific issue so that you gain an audience passionate about the same thing you are. If you are clear about what you are serving, it becomes very clear which group of people wants to dine with you.  

The concept of finding your tribe is echoed in Peter Thiel’s, now-classic question, “What important truth do very few people agree with you on?” Even though very few people agree with you on this truth, when you find those people, they will be willing co-workers in your cause. (Or eager customers, or supportive stakeholders: depending on your context.)

I’ve been chewing on the question of what makes FortyFour-Three stand out. What we stand for is enabled users and fast delivery. Enabled users means that people immediately benefit from the technology that is in their hands. Fast delivery means that people get to start using the technology as soon as possible. 

Some people will cringe at the idea of focusing on what users do and the speed of delivery. The thought of delivering a weakly architected project or a project quickly feels like a reckless ride to disaster. Being uncomfortable with speedy delivery and immediately available usage benefits doesn’t mean they are wrong; it just means that the FortyFour-Three approach isn’t for them.

It’s scary to define my key attributes, but it is helpful also. Being clear about what I stand for helps me be clear about what customers I can serve most effectively.