This is an actual conversation I had with a startup founder:

Client: So yeah, we need to do better targeting to reach the right customers.
Irina: Do you know who these customers are? Can you be more specific?
Client: What, do you think I’m stupid? Of course, I know who my target customers are!
Irina: Who are they then?
Client: Well, I think our product is great for everybody!
Irina: Ughhhh, everybody everybody? 'Cause you just said you wanted to reach the right ones (??)
Client: Oh, yeah, we just have to choose better marketing channels ‘cause our message doesn’t seem to resonate with people...
Irina: So how do you know which channels to focus on if you’re targeting every living thing?
Client: Well, that’s your job!

And while I really enjoy working with startups and product creators, this type of conversation puts my patience and tolerance to the test.

But, you know, as always, there’s also a good side to all this - this conversation gave me the topic for this episode - 3 steps to framing a marketing strategy for a product from the ground up.

Most founders are overwhelmed by the tons of advice and conflicting content on the internets, so I wanted to take a stab at this and give it a little bit of structure.

Let’s do this!