Essay
Concentric circles of customers: focus on people who already share your worldviews
Wes Kao · weskao.com Free Intermediate
Kao's bullseye model gives you a visual way to think about exactly the ongoing read your short answer describes: your core customers sit at the center, and you only move outward once that inner ring is saturated. She's blunt that trying to please the outer rings while the center isn't won yet is the most common mistake, which maps directly onto widening your ICP before you've actually nailed the first group. A quick read that reframes 'widening' as a sequence, not a one-time decision.
- Saturate your core ring of true believers before spending energy on the next ring out.
- Trying to please outer-ring customers too early is the most common expansion mistake.
- Outer rings often convert through the influence of the core, not through direct marketing to them.
