Once I realized the various products and services I was trying to sell had a common, yet very specific target audience whom I needed to connect with genuinely, that's when I started to dig deep to understand who these people were and what were their core values.
The irony is that this was a process of self-discovery.
I discovered that:
1) the elusive target market I was trying to connect with had a name: they were called Cultural Creatives and they are the vanguard of Positive impact changemakers and
2) I was one of them. You see, this group was defined by cultural values and not by traditional demographic categories like age, gender, nationality, socio-economic levels, et cetera. It was therefore easy to connect with my prospects heart-to-heart.
Cultural Creatives are my tribe!
This is who the top companies in the the personal growth and wellness space like Mindvalley direct their marketing efforts towards.
Considerable research has gone into identifying the values and behaviors of Cultural Creatives. See ‘The Cultural Creatives: How 50 Million People Are Changing the World’ by Paul Ray and Sherry Anderson for a full exposition on this once elusive population.