(He also used another the other day describing today's VCs as "combat fishing" for the same prey, but that's another story. Brad's now on my favourite list of terms suppliers!)
The background is the usual conundrum any start-up have. Here's this great product or service - "and I think those chaps will use it for that!"
Followed by a heated discussion raising useful arguments like "no, I do not believe that, I think it will be used by these for this!"
If consensus is reached the product will be tweaked and packaged accordingly. PR strategies hatched and advertising created for the "target" market.
Problem is that they're usually wrong.
It's "budgeting" all over again, but now even more dangerous.
But judging by the term, Brad and his friend knows it.
If a target is set and cement poured over the process and all the money is earmarked, well then, you're basically up... murky... creek with no more paddle to go.
And live to see the next bend.
Driving by looking over the bonnet instead of some fictitious map.
If you asked me a while ago what thingamy's market would be I would have replied "small companies" because "they have little invested in legacy systems, they need something cheap and wholesome and they need to change their Business Model every day!"
Then a funny thing happened - big firms contacted me, and not for legacy systems replacement, nope, use it to apply some order to those every day ad hoc processes that is using e-mail and phone technology today. Fix those process cracks and capture knowledge in one swat, a real-world need here and now.
And every organisation of some size have a drawer full of such, nope, they have a full warehouse of them!
Thus I'm thrilled; a specific and real problem not easy to fix by other systems, no head-on competition with legacy systems, ability to nibble our way through the organisation process by process. Instant problem solution with much upside (fix more processes, replace whatever legacy systems later) and almost no downside (some hours spent tinkering) for the customer. Perfect.
I'm not to "tell" the "market", the market will tell me. And I'll stick to Extreme Business Planning. Go down the hill, look for the river and go with the flow as it arrives.
Less planning, more doing as it were.