Who You’re Building For

This one’s for the armchair marketing critics:

Apple makes iPhones simpler because people who buy iPhones want simple. It’s not “dumbing down”, it’s “doing what those in their care want”. The things Android can do that iOS can’t is precisely the point. They know who they’re building for.

Affinity designs complex design software that doesn’t require a subscription because that’s what their tribe wants. It’s not “dumbed down Photoshop”, it’s “doing what those in their care want”. The things Photoshop can do (and how Adobe charges for it) that Affinity can’t (or won’t) is precisely the point. They know who they’re building for.

(RED) sells red versions of expensive things that contribute to the fight against AIDS because that’s what their tribe wants. It’s not “Bono profiting from other people’s stuff”, it’s “doing what those in their care want”. The fact they leverage influence to create reach for their cause is precisely the point. They know who they’re building for.

As you produce meaningful work for those you serve, remember who you’re building for. There will always be critics, but they don’t know what you know. Serve your tribe.