A Smart Bear · Jason Cohen
articleprincipleYour target market isn't demographic
7 September 2025Profit
Source excerpt
About A Smart BearHow to define your actual target market, which probably isn't traditional demographics and firmographics.
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Apollo layer
What a founder can learn
Founder takeaway
Define your target market by the shared problem and buying context that make customers likely to choose your product—not merely by demographic or firmographic traits.
Why it matters
Broad descriptors may identify who customers are without explaining why they buy. A problem-centered definition can sharpen positioning, product priorities, and customer acquisition.
Put it to work
Complete this sentence: “Our best customers are those who face ___, when ___, and choose a solution because ___.” Then test whether it identifies likely buyers more precisely than age, industry, or company size.
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