Written by: Vickie Sullivan | September 09, 2021
How to Expand Your Market
As you consider expanding your market, keep in mind that you can use larger causes to get more attention.
REI is a great example of how a business can do this. The company created Co-op Studios and is producing original content. The most recent is a three-part, short-film series called “The Trees Remembered” that explores three Black women’s connections to nature.
“The goal of the studio launch: to be an ‘essential resource for total outdoor life’ while complementing the co-op’s broader climate and racial diversity, equity and inclusion commitments,” an article in the Puget Sound Business Journal says.
How Thought Leaders Can Use Large Causes to Get Attention
The key to using large causes to get attention is in the connection. On the surface, inclusion and an outdoor company look like two different worlds. But REI positions their outcome — enjoying nature — as another area in which to be inclusive. They use what they advocate as a bridge to what others advocate. And that gives REI attention and good will in a newer market segment. It’s a great introduction to a new market.
Listen: Introduce Yourself to a New Market
You, too, can use your thought leadership as a bridge to something bigger than your work. And when you take the “hey, we’re just another player” road, you can step into a spotlight made for others but big enough for many.
So, ask yourself these questions: What do I facilitate? How can my outcome build a bridge instead of being the star of the show? Then use that answer to be a smaller player in a bigger scene.
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