Why we don't have a target market

Every piece of advice we have read says pick a segment. Narrow the audience, sharpen the message, spend less to reach more of the right people. It is good advice and we are not taking it.

The reason is not marketing. We think of humanity as one thing, and a target market is a decision to build for part of it. What we have instead is a constraint rather than a choice: you need a device and a connection. That is a real limit and we would rather name it plainly than dress it up as a strategy.

The cost is honest. Our copy has to work for someone who has never heard of us, in a language we did not write it in, without a persona to lean on. We cannot say "for busy professionals" and let that do the work. Every sentence has to be plain enough for anybody, which is harder to write and slower to get right.

The benefit is that we look for a different kind of problem: the ones that are the same problem in every language. Those turn out to be small, common, and largely ignored. Which is where we wanted to be looking anyway.