We've heard the term Minimum Viable Product (MVP): "What's the fastest way we can communicate our idea, and confirm that it has legs?"

We could build just one or two small features. Or we could just record a quick video of the idea and show it to a bunch of people.

And ask them: "Does this solve XYZ problem for you? If yes, would you pay for this?"

That's like making the key (our product) first and then going around looking for locks (customers) that our key can unlock.

But Seth Godin suggests that instead of an MVP, we start with an MVA: "Minimum Viable Audience" - identify one specific lock that interests you and then make a key just for that one lock.

This isn't easy.

You go into your workshop, invest months making the perfect key, until it successfully clicks open your favorite lock.

You celebrate, but only briefly.

The dread starts to settle in: "What if there are no other locks just like this one? Did I just waste months on just this one customer?"

The catch-22

If you start with an MVP, choosing to build something for the masses, you risk building a watered down product that will resonate with no one.

But if you bet on your MVA instead, you may end up not finding more customers like them.

I'm reminded of Jerry Maguire, the movie. Tom Cruise is a high profile agent for top league football players. One day, he goes out on a limb and sends his bosses a memo about his "vision."

That doesn't land well. He's fired, and is very quickly stripped of all his clients.

Except one guy - Cuba Gooding, Jr.

He's an outspoken football player who hasn't yet lived up to his potential.

Cuba isn't exactly the type of player that Tom is looking for. But he's the only one who believes in Tom's vision.

What should Tom do? Should he compromise on his values, so he can get back on land and back to safety? Or try and make it work with the one guy who likes Tom's guts?

We had our own version of that moment. For Spark, Unni was our Cuba Gooding - the one tutor who said yes when everyone else was silent. You can read his story here.

What seems safe is risky

But here's the thing: What seems safe (focusing on the masses) is actually risky. And what seems risky (working with your super small MVA) is safer.

Of course, it helps to do a back-of-the-envelope calculation to confirm that the MVA has sufficient peers who could be potential customers in the future.

But once that's established, it's best to get down to work and go super deep into the tunnel.

You may see the light after a while. Or you may not.

But even if you don't, that doesn't mean that your strategy was ineffective. It just means that you need to choose a new lock to build a key for. And do it all over again.

Our brains are wired to notice patterns. And the process of identifying better locks and opening them becomes easier as we go along.

If you stay on the path long enough, you will get your breakthrough. Here's our own 8 year journey through that tunnel.

PS: If you teach on Zoom, your MVA might be the people who love your content, but can't attend your live sessions. Spark turns your Zoom sessions into a sellable course, in one click. It's the perfect solution for your MVA. Reply and I'll set you up.