For Everyone = For No One. Why I Made My TAM Smaller On Purpose.

How understanding your niche can define brand values Joe breaks down the persona exercise that shaped Go Brewing from day one: picture one real customer, sell to them, and let everything else (voice, story, product) follow from there. But a sharply defined target market can limit a brand's reach if what the brand stands for doesn’t transcend its core customers. Is your product or service just solving a problem, or is it uniting a community? Key Takeaways: • How picturing one specific customer, down to the truck he drives, shaped every decision behind Go Brewing.

•Why claims like "fastest growing" don't actually sell anything, and what does instead.

•How narrowing your persona can widen your total addressable market instead of shrinking it.

•What storytelling did for Go Brewing that a features list never could have.

•Why the word "Go" became a mentality before it ever became a beer.

•How defining who a brand is NOT for is what actually gives it values worth having. For: Founders and marketers stuck trying to appeal to "everyone" who need a framework for narrowing in on who they actually serve. Topics: Target audience, brand persona, TAM, storytelling in marketing, non-alcoholic beer industry, Go Brewing origin story, brand values, positioning strategy.