The Toughest Task In Business: Being All Things to All People

I’m speaking at a small business conference in November and each time I do one of these I am struck with one recurring theme:

Owners and CEOs have a hard time defining a narrow ideal client within their target market.

This is due in part to the fact that defining who is your customer, requires you to define who is not.

That’s all well and good in the meeting room as an exercise, but it takes courage to put that “who’s not a customer” message out there in your networking circles and online presence.

But, it could be one of the most effective marketing strategies you employ.

Trying to be all things to all people is tough to accomplish and will lead to being all things to no one. Essentially it is a guaranteed way to compete on price.

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