The “Where” Question: Mapping Out Your Path to Growth and Workplace Strategy

In building a clear, actionable strategy, location and structure matter. The “where” question in the Tiny Strategy framework is all about identifying where your organization will grow and where your team will operate most effectively. Just as with customers and teams, location—both physical and metaphorical—has a direct impact on how well you can achieve your goals.

The “where” question takes two forms: outward, focusing on where you’ll find and expand your market, and inward, examining where your people work best. A strong understanding of both gives you a clearer sense of direction for growth and structure.

Where Will You Grow Your Market? (Outward Focus)

First, let’s tackle the outward focus of “where.” This part is about identifying where you’ll find your customers and where you plan to expand over time. Growing your market isn’t just about throwing a wide net; it’s about strategically positioning yourself to meet the right customers in the right places.

Why Knowing Your Market’s “Where” Matters

Knowing where your market is located, both geographically and demographically, helps you allocate resources effectively and target your audience precisely. With a clear market “where,” you can:

• Optimize Your Marketing and Sales Efforts: When you know where your audience is, you can tailor your marketing messages, choose the best distribution channels, and even localize your product offerings for greater appeal.
• Plan Your Expansion Strategy: Understanding your market geography allows you to chart a clear path for growth, whether that’s moving into new regions, expanding product lines for different demographics, or adapting to specific local demands.
• Build Brand Relevance: If you understand the nuances of different markets, you can develop products or services that feel personalized and relevant, strengthening your brand loyalty and reputation.

Types of Market “Where”

When it comes to expanding your market, there are generally two key approaches: geographic and demographic. Here’s how to think about each:

1. Geographic Expansion
   If you’re currently focused on a specific region, where can you logically expand next? Start with areas that share similar needs or characteristics to your current market. For example, a tech company established in the Bay Area might expand to other tech hubs like Austin, Seattle, or New York City before going global.
   • Example: A retail brand that starts in California might expand statewide before moving to neighboring states. By expanding gradually and geographically, they can refine their processes, adapt to new customer needs incrementally, and build a regional reputation that supports future growth.
2. Demographic Expansion
   If you’re serving a specific demographic, consider whether there are additional segments you could reach with similar needs. This could involve targeting different age groups, income levels, or lifestyle preferences.
   • Example: A skincare brand that started with products for Gen Z might expand its product line to reach Millennials, with messaging and formulations designed to address concerns more relevant to that age group. By shifting the “where” of their target demographic, they can broaden their market without completely changing their core product line.

Where Will Your Team Work Best? (Inward Focus)

Now let’s turn inward. While external “where” is about market location, internal “where” is about where your team operates—both physically and structurally. Workplace location, whether it’s remote, in-office, or hybrid, has a significant impact on productivity, collaboration, and culture. The right setup can enable your team to be more focused and aligned, while the wrong one can create communication breakdowns or disengagement.

Why Workplace “Where” Matters

How and where your team works affects everything from morale to innovation. With a clear understanding of your workplace structure, you can:

• Foster Productivity and Collaboration: The right work environment enables your team to do their best work, supporting both individual focus and effective collaboration.
• Attract and Retain Talent: As more people prioritize flexible working arrangements, offering remote or hybrid options can help you attract top talent and keep them engaged long-term.
• Create a Unified Culture: Regardless of physical location, a thoughtfully designed structure can build a sense of community and shared purpose, ensuring that everyone feels like part of the same team.

Types of Workplace “Where”

1. In-Office
   Traditional in-office settings can offer immediate access to resources, enable face-to-face interactions, and support quick feedback loops. For some teams, working in close proximity fosters better collaboration, camaraderie, and innovation. However, in-office setups may limit flexibility, especially if your organization is trying to attract talent from different regions.
   • Example: A product design team might benefit from an in-office environment where team members can easily brainstorm, prototype, and share feedback in real time. For highly collaborative roles, being physically together can streamline workflows.
2. Remote
   Remote work allows for more geographic flexibility, letting you hire talent from anywhere in the world. Remote setups can lead to increased productivity, greater work-life balance, and cost savings on office space. However, remote work also requires intentionality in communication and collaboration to avoid silos and maintain team cohesion.
   • Example: A software development team may thrive remotely, as coding and project management can be done effectively online. A remote setup lets the team tap into a global talent pool, reducing costs and attracting a diverse group of developers.
3. Hybrid
   The hybrid model blends both in-office and remote work, offering flexibility while maintaining some in-person interaction. Hybrid setups can be ideal for organizations that value both individual flexibility and the collaboration benefits of occasional in-person work. However, a hybrid approach requires careful management to ensure equity and clear communication, as some team members may feel “out of the loop.”
   • Example: A marketing team could work remotely three days a week for individual projects and then meet in the office twice a week for brainstorming sessions and collaborative planning. This allows for both focused work and in-person connection, balancing flexibility with teamwork.

Integrating External and Internal “Where”

The two aspects of “where”—market location and workplace setup—are deeply interconnected. To grow effectively, you need a work environment that supports your market expansion strategy. For instance:

• If you’re expanding geographically, consider whether you’ll need team members on the ground in each new region or if you can operate remotely to keep costs down. A hybrid setup might help you establish local credibility while maintaining flexibility.
• If you’re expanding demographically, think about whether you’ll need new types of talent or expertise to understand and reach that demographic effectively. Bringing in team members with knowledge of the new demographic can provide valuable insights and ensure your approach resonates.

Final Thoughts: Why the “Where” Question Matters

The “where” question is about positioning—where you’re meeting your customers and where your team operates. Knowing your market “where” ensures that your growth is targeted and purposeful. Understanding your workplace “where” helps you structure your team to be productive, engaged, and aligned with your mission.

Take time to answer both sides of this question thoughtfully. When you understand both where your customers are and where your team works best, you create a powerful alignment between your market strategy and internal capabilities. This clarity not only sets the stage for growth but also enables a work environment that supports and sustains that growth.

Answering “where” is about being intentional: about where you expand, how you reach people, and where your team feels empowered to do their best work.