Getting distracted by the audience—or grants

Andrew of RiseUp.net has a great comment to my last post that I want to highlight here:

I’d suggest that some organizations (more often smaller, younger ones) sometimes forget one of the other circles, even as they have that third circle in mind.

Mission Drift: Many organizations are so close to their audience’s meandering interests that they lose track of what they’re doing.

Redundant Organizations: “Let’s start a _____ group” when there are already plenty doing the same thing.

My only point is that while more established organizations run the risk of ignoring their audience, newer organizations run the risk of a myopic focus on what their audience is interested in at any given time.

Good point.  If you lose the intersection between what you audience wants and what you’re uniquely good at, and focus solely on the audience, you lose your way.

It’s the intersection that’s key.

I would add that nonprofits also lose the intersection when they chase grants, if the grant is not in that sweet spot.  That detour often comes at the expense of focus and effectiveness.

An aside: On the theme of straying from sweet spots:  I was just in Chicago and saw two weird things: a Weber Grill Restaurant (with a big grill hanging off the side of the building) and a Ralph Lauren restaurant called RL.  I’m not sure about these brand extensions, because they are far afield from their core brand offering.  Anyone in Chicago feel the same?  Otherwise?