“Instead of focusing on individuals, we should focus on their relationships and look at the communities they belong to.”
Conventional wisdom suggests one of the best ways to identify the target audience for your work is to create personas that represent who those people are and what interests them.
But Ana Andjelic suggests taste communities are the future of marketing and points to the way Netflix thinks about its audience as an example.
Her tips include to think about your brand in plural, offer many doors in, and target communities instead of individuals.
Btw, I found this link in the Storythings newsletter.
Related: How to make something people will buy.