Doing marketing and sales for our courses at MỞ has taught me the importance of starting and winning the smallest viable market. It's crucial to remind myself that I cannot change EVERYONE and sit down again with my team to think through: Who are we trying to transform? What will our students tell others? Who are we not a fit for?

Smallest viable market instead of biggest possible market. Oftentimes, the reason we don't focus on a small number is that we don’t want to be on the hook. If there are only 5-10 students in all of Vietnam we are making the courses for and they don't like it, it's a much bigger obligation on our part. Whereas if it's a million Vietnamese people, we can easily move on to others and overlook where we fall short.

Focusing on small numbers first helps me pay close attention to the quality of our courses.