The content of this article is also completely valid for video games.
It all starts with a market vision. We run audience research and it turns out that players want something familiar. Thus begins the data-driven development.
But, people cannot want what they don’t imagine. Some braver developers choose to experiment with daring creativity. These creatives are used to feed algorithms that try to optimize the cost of acquiring a player. We look for mass, awareness.
The necessary tension for cultural changes is not created.
What if instead, we look for the smallest viable audience? The smallest possible group capable of supporting the business. Understanding their dreams, their worldviews, and their energy.
We could discover a much larger group than we expect.
Perhaps these people would tell others.
Our game wouldn’t be so average.