Chapter 4

Adding Audience to Your Sweet Spot

My sweet spot is figuring out how to make a product that people love and how to refine it to make them love it more. All the rest is business noise.


In early 2014, I had the opportunity to participate in a workshop for a number of enterprise marketers in Toronto, Canada. In one particular conversation at the workshop, the blog manager for a billion-dollar technology company told me she was having problems with her blog. She had been adding more and more daily content to the blog and at the same time was seeing stagnant website traffic and far fewer subscribers and conversions.

My first question was this: “Who is the audience for your blog?”

She answered: “We target 18 different audiences ...

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