Deming's Critical Mass

I came across an interesting blog post this evening titled, "1,000 True Fans." (http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.php) The premise is that if an artist--I'll call him/her an Internet entrepreneur--can cultivate 1,000 true fans, the individual can make a decent living. The author, Kevin Kelly, defines a true fan as:

"Someone who will purchase anything and everything you produce. They will drive 200 miles to see you sing. They will buy the super deluxe re-issued hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name. They bookmark the eBay page where your out-of-print editions show up. They come to your openings. They have you sign their copies. They buy the t-shirt, and the mug, and the hat. They can't wait till you issue your next work."

Dr. W. Edwards Deming often referred to a similar concept when he was talking about organizational change. He referred to "critical mass," and defined an organization's critical mass as the square root of the number of employees.  His reasoning was that if you could get the "square root people" to champion the change, the organization would change.

I suspect that the "1,000 true fans" actually equates to the square root of the market you are trying to penetrate. In lieu of knowing the number of clients in your target market, the number 1,000 is probably as good as any. Either way, given the tremendous reach of the Internet (1.3 billion users according to http://www.internetworldstats.com/stats.htm), 1,000 true fans does not seem to be a reach for any decent product or service.