Our end goal will be to get in front of the market we've found, but more importantly, we have to have a home where they can land once we find them.

Looking back at the discovery process, you found the look/feel we were going for - words like "artisan," "dapper," and "craftsmanship." Once we had that for guidance, actually creating the content was natural.
Not surprisingly, these photos were some of those that performed the best:

You can see they all went for that artisan handcrafted feel.

And now we know that many of the Johnnys of the world congregate on Instagram, just ready for us to pick them up. You'll learn more about how we marketed to this "tribe" in the Instagram chapter, but for now we need to get some more nuts and bolts in place.