Can “AWESOME” be a target market? Yes. And booya.

PGAL is a special idea.  It’s a big idea.  It’s an idea that will take time and many great people to grow.  It won’t make sense right away to everyone, but when it does, I believe it will be transformative.   Currently, however, PGAL is running into the realities of life.  Marketing is one of them.  Consumer marketing is a little like high school.  And by high school, I mean annoying.

Turns out you can’t market to everyone

Like many things in life, you run into a brick wall of reality.  In trying to make PGAL better and better, I read a lot.  After reading articles and books on marketing and content strategy, I keep hearing the same thing – focus on your target market.  Basically, market to the nerds, the “cool” people, the soccer mom’s, the insecure, the middle-aged men, blah blah blah.

I think this sucks.  Always have, always will.

In questioning whether I should cave to the harsh realities of this world, it occurred to me, why not define my own demographic and give the world a run for its money?

That’s living life upside down.  That’s PGAL.

The target market of AWESOME

If I begin spreading the PGAL message only to the middle class, or the rich, or the young, I may as well throw in the towel.

#PGALFAIL right there.  Can’t let it happen.

Even if this never makes money, it’s still worth it, because it is a transformative concept.

One of my BIG IDEAS for PGAL is that it will be an antidote to the marketing juggernaut of America.  Many brands seek to define people or put them in buckets or solidify a mindset.  Many times it is predatory.  Speaking of marketing tactics and keeping with the theme of high school pettiness, here is a great example:

Abercrombie and Fitch sucks

This is a quote from the CEO of Abercrombie:

“In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he told the site. “Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”

This is an outrageous example, but many brands more subtly do the same thing.

Reject these brands.  Don’t let brands define you.  Parents of this world, listen up.  Brand your kids.  Don’t let companies brand them for you.

As an aside, I believe that parents should be the BEST marketers. 

One of the goals of PGAL is to enable people to have the tools to do this.

PGAL’s message is the opposite of Abercrombie’s.  This is about character, the pursuit of being great at life, and making this world amazing, one person at a time.

If you are a great person, you’re in.  PGAL is for you, because PGAL’s target market is awesomeness.  

Rock this world.  Live Life Upside Down.

Please share




2 thoughts on “Can “AWESOME” be a target market? Yes. And booya.

  1. PGAL does have a target audience–it’s people who care and who want to do better for themselves, their communities and the world. The trick is to get the number of people who belong to that target audience to grow. The fact that PGAL is open anyone who wants to join, without having to live a certain lifestyle, belong to a particular group of people, or look a certain way, is awesome.


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