The Embedded Entrepreneur: How to Build an Audience-Driven Business

The first step is to invent a thing worth making, with a story worth telling, and a contribution worth talking about. The second step is to design and build it in a way that a few people will particularly benefit from and care about. The third step is to tell a story that matches the built-in narrative and dreams of that tiny group of people, the s

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1. Start with empathy to see a real need. Not an invented one, not “How can I start a business?” but, “What would matter here?” 2. Focus on the smallest viable market: “How few people could find this indispensable and still make it worth doing?” 3. Match the worldview of the people being served. Show up in the world with a story that they want to hear

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