Who Is This Not For?

Everyone gets excited talking about who the community is for.

Everyone gets nervous when talking about who the community isn’t for.

Which segments of your customer base, your audience, your employees aren’t a good fit for the community?

Literally, list them down. Be aggressive about it. The more segments you put on the list the better you can delight those off it.

In theory, everyone sees the logic in being specific in who we target and delight in a community.

In practice, ignoring member segments unleashes a bewildering array of internal and external issues. People prefer to avoid the discussion, try to cater to everyone, and create an average community which delights no-one.

Have these discussions early, openly, and honestly. Have a rationale (begin with your most valuable or most enthusiastic audiences) and then create a timeframe or list of requirements to add that segment too (i.e. must have someone to manage this audience).

Now the conversation isn’t about which segments you will or won’t target…but when and why you might target each segment. That might help you…at least a little.

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