Did you know there’s 5000 results to a search for “laundry detergent” on Amazon? How in the world are there that many viable products for the simple act of washing clothes?! 

We’re going to get to that! But first, join me on this adventure into the world of laundry detergents, all of which I’ve gathered from just the FIRST PAGE of search results on Amazon. 

Choose your “mode of delivery”.

Would you like laundry pods, liquid, powder or strips?

Choose your focus. 

Are you after “sport odor defense” or “odor rescue”? Or maybe you prefer “aroma boost”.  “Dirt lift action”? Care for “gentle”, “sensitive skin”, “fragrance free” or “aromatherapeutic” options? “Cold water wash” or “warm water wash”? Need it to be “eco friendly”, “free of dyes and synthetic fragrances” or “powered by plants”? Maybe it’s “for baby”. 

Choose your price point / number of loads.

$4 to $400, if you want to buy in bulk and opt for value for money.

Choose a scent. 

Tropical, ocean breeze, spring meadow, or fresh coral blast? Shall I go on? 

Now, how would you rank the above 4 categories in regards to your priorities when it comes to selecting a laundry detergent? Perhaps there’s a category you care about that I haven’t even listed!

We all have different preferences and priorities which are informed by our needs and our values.

We don’t simply want “laundry detergent”. We want what it can do for us and how it can make us feel; like we’re caring for our family, protecting them from “nasties”, making them smell clean and fresh!…whatever it may be.

The reason this many laundry detergent products can successfully exist is because they’re all a viable product for the corner of the market they’re seeking to serve. 

If the laundry product that is “powered by plants” tried to market to absolutely everybody, the rejection would be deafening and overwhelming! In the same way, grandma is probably not looking for the “sport odor defense” option that comes in bulk!

Let’s step out of the laundry and apply this concept to your business.

Your job is not to be everything to all people. To put it bluntly, it’s simply not a VIABLE option. 

Your job is to find the corner of the market that can’t wait for your attention and then carefully curate your customers by serving their every want, need and desire. You want to choose the people who are seeking what you’re offering; those whom are open to hearing your message and telling others who share the same values. 

“Lean entrepreneurship is built around the idea of the minimal viable product. Figure out the simplest, useful version of your product (or service), engage with the market, and them improve and repeat. The smallest viable market is the focus that, ironically, and delightfully, leads to your growth.” – Seth Godin

If you’re beginning to feel a wave of rejection, it doesn’t mean it’s time for an overhaul—it means you’ve lost touch with your corner of the market. You’re probably trying to be too many things to too many people. As long as the corner of the market you seek to serve is still VIABLE (remember: smallest viable market; the minimum number of people you need to influence to succeed) then all you really need to do is refocus your message.

Never lose sight of who it is you seek to serve.

“When you choose the people you seek to serve, you choose your future.”