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Companies tend to shy away from this style because they are worried that moving from targeting the entire market to just a small piece of it will mean less opportunity. In reality the opposite is frequently true: you are simply unselecting the part of the market that was never going to buy your product anyway in order to focus only on customers where you have a distinct advantage.
Obviously Awesome
April Dunford
As opportunism is a part of this cunning, so, too, is the blocking of opportunity, and to block opportunity one needs to create the impenetrable or non-porous, the net so fine there is no way to slip through.
Trickster Makes This World
Lewis Hyde
The lesson: Always be wondering, always be testing, always be willing to treat different people differently. If you don’t, they’ll find someone who will.
This Is Marketing
Seth Godin
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