Grumpy old man that gets results.

Further to my piece yesterday on the not for you list, there’s a perfect example. My coffee guy is this seemingly grumpy old man who only knows coffee. But the coffee he knows is so valuable to others who know coffee. This makes him popular amongst coffee enthusiasts, yet he can seem rather grumpy around people who don’t get the joke.

Look under the skin, and you’ll find a genuine old man whose only wish is to delight you with a nice cup of coffee. But often people don’t look far enough and can’t see past the grumpy facade. But that doesn’t matter. Enough people see past that and know that he delivers on what he says he will. There’s your minimal viable audience.