Property Academy members have heard me talk about the smallest viable audience for months now.

I’m convinced that as the department stores have had their day, to be replaced by niche specialists, so too most businesses that try to serve everyone will be beaten by those who focus on a specific, targeted group – and the more specific and targeted that group the better in my opinion.

Actually, it’s not just my opinion – Seth Godin believes it too, indeed it’s one of the key themes of his presentation at EA Masters in a session sponsored by Reapit. Of the many gems Seth will share, one stood out for me that he made about customers:

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