From Audience to Impact: It's time to focus on Message-Market fit

Hi Community,

We’ve all heard it a thousand times: “Success hinges on finding the perfect product-market fit.”?

I’ve been there, navigating ventures that didn’t quite land the way we had hoped. Sometimes, we were able to pivot and find that alignment; other times, we had to face the hard truth and call it quits.?

And while that’s partly true, here’s something no one (except me) will tell you—focusing solely on product-market fit might be the very thing that’s holding you back.

Think about it. You can have the most innovative, life-changing product in your hands, but if your message doesn’t resonate with your audience, it’s like shouting into a void.?

In today’s crowded market, product-market fit alone is no longer enough. Without a clear, compelling message that speaks directly to the heart of your audience, your efforts could fall flat.?

After all, what’s the point of having a great product if no one sees it??

That’s the real secret no one’s talking about—message-market fit.

According to productmarketingalliance.com, improving your messaging by 20% can have a more significant impact on your ROI than a 20% improvement in your product.??

You see, as the founder, you are the face of the brand. It’s not just your product that needs to align with the market—it’s you. Your message is what creates emotional connection, trust, and, ultimately, action. Without it, selling your offering can feel like pushing a boulder uphill, no matter how great your product is.

So, how do you approach this? There are generally two pathways:

1. Audience-First Approach

“When you understand your audience’s struggles, your message naturally flows.”

The Audience-First approach begins by focusing on an audience you're deeply passionate about serving. Rather than shaping your message first, you’re honing in on who you want to reach and what their specific pain points are.?

When you understand your audience’s struggles, your message naturally flows, allowing you to speak directly to their needs.

Take @Scott Robinson, an entrepreneur in our Business Accelerator program at Ripple Impact. He works with finance professionals to help them overcome stress and burnout through yoga and meditation. Being a finance professional himself, Scott knows his audience’s daily challenges—he's lived them.?

This intimate understanding of their pain points enables Scott to tailor his message in a way that deeply resonates.?

It’s not just about offering a solution—it’s about showing empathy and connecting with people on a personal level. Scott’s message works because it’s designed with his audience in mind, making it easier to foster meaningful connections and drive transformation.

2. Message-First Approach

“Your message is at the heart of everything, and as you refine it, your ideal audience emerges.”

In the Message-First approach, you start with a clear message or mission, even if the target audience is not immediately clear. Your message is at the heart of everything, and as you refine it, your ideal audience emerges.

@Kim Hermanson, another one of our entrepreneurs, took this route. She had a powerful message, but wasn’t exactly sure who it was meant for.?

During one of our coaching sessions, I asked her key questions: Who do you want to work with? Who energizes you? Who extracts the most value from you??

Kim had an 'aha' moment. She realized that she’d been trying to appeal to a wider audience, but that wasn’t where she wanted to focus. Instead, she wanted to ‘come home’ to who she really was and serve psychologists and creatives, which allowed her to clarify her message, create deeper connections, and attract the right audience.

This wasn’t about casting a wide net—it was about finding the audience that needed her message the most.

Why Defining Your Ideal Client Matters

No matter which approach you take—whether audience-first or message-first—defining your ideal client is the common denominator that leads to real traction.?

This isn’t just about working with anyone who knocks on your door. It’s about aligning yourself with the clients who bring out the best in you—clients who benefit from 120% of your expertise, not just 70%. The power in that alignment is huge. When you’re fully engaged and delivering your highest value, both you and your clients thrive.

When I first launched Ripple Impact, I cast a wide net. I worked with startup founders, speakers, brick-and-mortar small business owners, authors, corporate exiters, executives—you name it. But with time, both through successes and a few missteps, I started refining my client base.?

Defining who I truly wanted to serve not only clarified my work but made it far more meaningful and impactful. It’s a process of trial, error, and iteration that helps you tap into your unique strengths and direct them where they’re needed most.

Embrace the Journey of Iteration

But remember: your ideal audience won’t become clear overnight.?

Much like we discuss in our coaching modules, this process is a journey that demands introspection, feedback, and time.?

As you evolve, so will your audience (and vice versa)—and that’s perfectly okay. Trust in the process, and recognize that every interaction is nudging you toward greater clarity.

Here are a few prompts to help you refine your ideal client:

• Who energizes you, and who drains you?
• What type of clients bring you the most fulfillment?
• Are there any clients or projects you need to let go of to create more space for the right ones?

By answering these questions, you can fine-tune your message and ensure it resonates with the people you most want to serve.

In summary, achieving message-market fit is a continuous process of aligning your unique strengths with the needs of those you want to impact. The key is to keep iterating, actively listen to your audience, and, most importantly, stay connected to your mission. When your message resonates with the right people, everything falls into place naturally.

In other news, I’m excited to share that on October 14th, I’ll be co-leading a breakfast conversation on Innovation with Mamie Kanfer at the Orchestrated Connecting Conference organized by David Homan in NYC. It’ll be a gathering of connectors.?

We’ll dive into building authentic relationships and intentional conversations that go beyond the surface—no small talk, no distractions, just meaningful connections. I look forward to seeing some of you there!

With gratitude,

Saleema

P.S. If this resonated with you, feel free to share it with anyone who might benefit. Let's continue to grow and support each other!