Hidden Networks: The $150M lesson
Quick story:
My wife is a psychiatrist who spends hours in an 80K-member "Physician Mom Group" on Facebook.
This is an example of a profound truth about professional networks:
They're not monolithic - they're a collection of micro-communities.
Example from my agency days:
- Criminal defense attorneys don't hang out with family law attorneys
- Each specialty has distinct conferences and groups
- They even need different marketing approaches
At Scorpion, for our legal vertical alone, we built separate teams for:
- Criminal Defense
- Personal injury
- Family law
- Bankruptcy
Result?
We scaled from $20M to $150M in 7 years.
The lesson:
Don't target broad professions.
Target the micro-communities within them.
That's where the real opportunities hide.
What hidden communities exist in your target market?
CQ
