Sterling Proffer

To understand your adjacent users, it is helpful to understand the attributes of who is successful today and why they are successful. The reason this is helpful is that your adjacent user is different on one or more of these attributes (but not all). These attributes create vectors of expansion.

The cycle is dizzying and numbing: The allure of authenticity invites fascination and then, inevitably, skepticism. All along, truth and trust aren’t celebrated; they’re destabilized.

"The one unforgivable sin is to be boring."

Most product teams know their existing users pretty well. But your future audience is always evolving. The challenges that these potential users face in adopting the product increase over time. Without a team dedicated to understanding, advocating, and building for your next set of users, you end up never expanding your audience. This stalls... See more