People with shared worldviews tend to cluster together and become sensitive to what is new in the group.
The Social Dimension
Let’s think about your market and how they relate to each other. Are there places where they meet? The aim is not so much to go there yourself, although it may be a good place to develop business relationships. The aim is to work out how the group develops and maintains its worldview.
They police new ideas, behaviours or products. If you offer a solution to a problem they share, they must find your solution acceptable. Some groups may be open to change and so to give something new a try. Others may resist change, preferring old views to changes that might threaten their interests.
Groups willing to try your approach may move quickly to decide it is not for them. Others reluctant to try at first, may find it is for them and adopt it wholeheartedly. You can’t control what happens but you can be aware of what is happening.
Defining People Like Us
- Where do your market meet? Socially or for business? Online or in-person?
- What do they need, fear or desire?
- Are they likely to try new things or resist change? How likely are they to stick together when welcoming or resisting change?
Cultural Change
How do you, as an entrepreneur affect cultural change? You may wish to look back to your promise. You aim to bring change to your market and this means changing the groups within which your market associates.
It is tempting to think groups never change. But isn’t it likely they have never encountered an opportunity to change?
Is it possible you are not courageous enough to offer them what they really need? One day, someone will have the insight and courage to do just that. Could you be that person?
So, review your offers and ask yourself whether you have an offer that fully addresses the needs of your target market. Are you playing safe or offering a genuine radical alternative?
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