But you can choose who you’ll reach. If you change those people in a remarkable way, they’ll tell the others. And so begins “who’s it for?” Once you choose which subgroup to tell your story to, which subgroup needs to change, this group becomes your focus. What do they believe? What do they want? Who do they trust? What’s their narrative? What will they tell their friends? The more concise and focused you are at this stage, the more likely it is that you’re actually ready to make change happen.
