As marketers at a startup, you need to be intentional about your audience and simplify your messaging and positioning as much as possible. As Jonathan says, "you can't be everything to everybody." The Juice has had to reevaluate their audience and messaging a few times, because there are two sides to the business. There are brands who use The Juice to post their content and sell their product and there are members/users who use The Juice to learn and further their career.