Many entrepreneurs assume that everyone will love their solution as much as they do, so they tune their marketing focus based on their own needs and wants. That’s the right place to start, but real growth and scale requires attracting customers who are not like you. Expanding your market into these areas requires thinking outside your personal box.
For example, Starbucks found initial success with professionals aged 25 to 40 in urban areas and with moderately high income but later looked to a new market of millennials who wanted a place to sit and chat, study or work. More dramatically, both Facebook and YouTube started out focusing on people dating but expanded their focus when they found dating was giving them limited growth.
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