Target your market
Some years ago I heard a story which made me totally rethink my design processes (and other elements of my life too actually). I’m posting this here in the hope that it may inspire you in a similar way.
The story centred around a female graphic design student in the USA who, along with the rest of her tutorial group, is handed a design brief to produce a complete corporate identity, sales materials and marketing strategy for the latest and most sophisticated piece of medical technology.
Like everyone else, the student shuffles off to begin research and concept designs. Eventually, the project presentation day arrives and, one by one, the students present their highly creative and elaborate ideas to their lecturers.
Our student too presents some impressive ideas, and when asked to present her marketing strategy for the product, hands over a single sheet of paper containing the names and contact details of only six people.
Her lecturers are outraged and accuse her of rushing this final, and vital, part of the design brief.
When asked to explain, the student merely points out that her extensive research showed there are only 6 doctors in the world who specialise in and are qualified to use this piece of equipment.
Why target tens of thousands, when the potential market dictates otherwise?
