What is an audience?

In the music sense, it’s the people *not* on the stage, who are showering their favourite artists with love and appreciation, singing their songs.

In the business sense, a useful way to think about your audience is “a group of people who share a common interest or goal whom I want to empower”.

In thinking of an audience like this, you come second. They come first.

Your idea? That's an outcome of listening and engaging, not an input. Your audience's problems and challenges are real, not imagined by you.

The music superstar might never get to know their audience, but it’s crucial that you do. They aren’t buyers, they are people who are seeking someone they can trust, someone who “gets” them and their current problems. Genuinely connecting with them, helping, supporting, builds that trust.

Even from a validation perspective, this way seems easier. Isn’t it easier, and less costly, to build something that people have shown you they want?