Niching Down (Inside versus Outside the Car)
Fractional CMO Show
Finding and Defining Your Target Audience
How to approach strangers for clients, why over-specific niches (e.g., very narrow demographic slices or 'all SaaS') fail, and what useful targeting looks like.
In this episode of The Fractional CMO Show, Casey Stanton unpacks one of the most important skills for any fractional leader: knowing how to choose the right clients. Using his “inside the car, outside the car” analogy, he explains why the biggest wins come from focusing first on the obvious stuff—industry, revenue, sales model—before worrying about the intangibles like personality or mission.
Casey also shares why chasing “perfect clients” is a dangerous trap, why nonprofit work is best done through volunteering instead of client contracts, and why sometimes you just need to test drive a client for 30 or 90 days before deciding if they’re a fit. Along the way, he reveals his own hacks—like seeking out values-driven, reliable clients—and explains how setting strong boundaries (with clients or even your kids) builds long-term respect and trust.
Key Topics Covered:
• The “inside the car / outside the car” model for identifying clients
• Why chasing the “perfect client” early on can hurt your business
• How to use 30–90 day test drives to qualify clients
• Why nonprofits are better served through donations, not contracts
• Setting boundaries that clients (and kids) actually respect
• Hacks for finding reliable, grateful clients who pay on time
• Why morally neutral clients can fuel your mission-driven work
• How to build experience, credibility, and income faster by saying yes before saying no
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📚 Master the Game with These Must-Read Books 📚
Want to go deeper and build a high-impact marketing career on your terms? These two books from Casey Stanton are your blueprint.
The Fractional CMO Method
Wall Street Journal #1 bestseller. Learn how to attract, convert, and serve high-paying clients while staying focused on strategy and leadership.
Find Your CMO
Hiring a CMO? This guide helps CEOs and founders understand what great marketing leadership looks like—and how to find the right fit.
Start reading and take control of your marketing future.
Connect with Casey Stanton:
LinkedIn: https://www.linkedin.com/in/caseystanton/
Website: https://caseystanton.com/
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