Why: Zero in on the specific audiences that hold the most value for your business
When: During the early phases of your marketing or branding strategy
Instructions for running this play
- List Audiences. Conduct a 5 minute Silent Storming exercise letting participants write down potential audiences for the company to serve. One audience per sticky note. Have participants Playback their findings one by one as they place their sticky notes on a large surface.
- Vote: Participants individually choose and note down their top two most important audiences from the list in a Note and Vote exercise.
- Discuss. Facilitator prompts a group discussion around the votes for approximately five minutes to Stack Rank the audiences for importance. Consider market size, buying power, segment type, problem frequency, and factors that differentiates each audience from each other.
- Decide. The Decider writes down the top three audiences in order of importance, which is then recorded by the Facilitator on the whiteboard.
Tips to perfect this play
Master and adapt the play to fit your context and needs.
Tip: Foundation for personas
Consider following up with persona-building exercises for each audience segment
Tip: Revisit
Revisit regularly to ensure your priority audiences still align with your business objectives and market realities
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Sources
- The Three-Hour Brand Sprint by Jake Knapp
- Your Rrand Story worksheets by Jake Knapp