Target the smallest possible market. Establish a brand community. Eliminate direct competition. Develop the optimum product. Focus on lifetime value.    In the late 1800s – businessman- John Wanamaker famously said – ‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half.’ There are four things you should know about this observation:It is as valid in 2022 as it was in the 1800′. Advertising is not the only area of marketing where there is waste. The waste has not stopped with the trend toward digital media. Waste is not and should not be inevitable.  There is no doubt in my mind that waste in marketing is as rampant in 2022 as it was in the 1800s. One researcher suggested that 60% of all tracked advertising is wasted.I regularly see waste in all areas of marketing – with content marketing high on the list. Research has indicated…