My Target Audience for my Work

I have a new online workshop offering at Faster Than 20 (Good Goal-Setting Peer Coachingregister today!), and I’ve been in the process of getting the word out. My friend, Danny Spitzberg, asked whom my target audience was. I figured I’d share my response here, as others might be interested in my answer.

Here’s a rough approximation of my target audiences:

In general, I’m targeting “collaboration practitioners” — anyone who:

  • Thinks effective collaboration is productive and fulfilling
  • Is motivated to improve their group’s collaboration, regardless of their role

The vast majority of collaboration practitioners do not self-identify as such. It’s sometimes in their job descriptions — any leadership and management position, for example — but often is not. It often ends up being invisible work by people who do not necessarily have positional power and that others may or may not value or even see (and hence is often uncompensated), but is nevertheless critical. Much of my strategy is about helping people recognize that being a collaboration practitioner is indeed a thing, that a lot of others think and care about doing this well, and that a community for this exists if people want it.

Good collaboration practitioners care about performance. Great practitioners care about the intersection between performance and aliveness. Truly high-performance groups both perform and feel alive.

My sweet spot audience is the intersection of collaboration practitioners and changemakers — people who care about making change in their respective groups. Not all changemakers have a broader or explicit social mission (which is where my heart is, personally), but I suspect that most changemakers have this implicitly.

“Unemployables” is a cheeky category (coined by Gwen Gordon) that came up at a dinner party the other night to describe independents who probably will never (and perhaps can’t) work for another person’s organization. There could be many reasons for why one might be an “unemployable,” some not necessarily good, especially in the context of collaboration. But when I use it in this context, there’s an implied (admirable) quality of being very values- and systems-driven.

I included this category mainly as an observation, not as a particular focus area, although I definitely care about these folks and count myself among them. They tend to be radically motivated, the folks who are most likely to take my public domain material and use it to learn and practice on their own.

What do you think? Are the categories clear? Do they resonate?

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