Own a Place in Customers’ Minds: Start Narrow and Dominate a Niche

Originally published 2020-07-11Robin’s commentary (as of July 2020)

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Collected in Robin Shen’s Field Notes · Content type and attribution are shown above

English translation of the Chinese post originally published 2020-07-11. Translated 2026-11-05 with AI assistance. Historical figures and claims have not been updated or independently verified. 中文原文

Reading guide

Rather than fighting in a crowded market, define a clear audience, enter through a small opening, dominate a segment, then expand. The clearer the target customer’s profile, the easier it is to establish a place in their mind.

Key points

Find a clear target audience rather than fight in a crowded market.
Start with a narrow opening, dominate the segment, then expand.
A clearer customer profile strengthens positioning in customers’ minds.

One clear path continues into the distance among several branching routes, suggesting choice and focus. — Entrepreneurship & strategyThematic illustration · AI generated

Full text — English translation

Positioning and establishing a place in customers’ minds are enduring topics. Here is one point I would emphasize about establishing a place in customers’ minds: do not begin by targeting an enormous audience or market. Defining your audience simply as women, for example, is hardly positioning at all. The more clearly defined your customer, the easier it is to enter their mind. Find a clear audience, enter through a small opening, establish exclusive strength in that segment, then expand. Start with a vast market and major brands will quickly overwhelm you. Your tiny advertising budget will disappear like money thrown into water, without even a ripple.

These articles are personal notes, book excerpts, and collected reprints. Figures and events reflect the time of the original publication, are not current information, and do not constitute investment advice.

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