references/theories/smallest-viable-audience.md

# Smallest Viable Audience

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Resources are constrained and a highly motivated group can seed adoption.

## Mechanism

Serve a narrow group deeply enough to create relevance and word of mouth.

## Applied marketing use

Choose an entry audience and learn quickly.

## Failure modes

- Mistaking an entry wedge for the permanent growth ceiling.

## Counterweights

- `penetration-growth`

## Sources

- `source:godin-this-is-marketing`