Eyes on the prize

I start every new funding round project by asking, 'Who is our target persona?'

The first answer is always vague: 'A VC.'
Push a little, and I’ll get: 'A US-based VC specializing in healthcare.'
"No, no," I insist. "I need a specific name and position."

Once I get it, I pull their profile photo and attach it to everything we create—a constant reminder to evaluate things 'through their eyes.'

Founders are usually slightly apprehensive about that.

I get it. The funding round is an extreme form of marketing. They feel that by focusing on a specific target persona, I am making their 'market' smaller.

But here's the thing:​
The target is not the market.
A target is the thing you aim at - not the thing you achieve.

I wish you could hit exactly where you aim. In reality you'll hit around your target in all sorts of ways. But without a sharp target, you miss altogether.

The more complex the process, the smaller your target needs to be to guide your direction.

And designing a coherent, compelling future for your startup? It doesn’t get more complex than that.