opportunity 119 of 150 When asked who their market is, it is very common for clients to answer – ‘just about everyone’ or something similar, which suggests that they have a huge market. Most who say this view it as a good thing. I view it as a bad thing. Trying to be all things […]

opportunity 119 of 150 When asked who their market is, it is very common for clients to answer – ‘just about everyone’ or something similar, which suggests that they have a huge market. Most who say this view it as a good thing. I view it as a bad thing. Trying to be all things to all people is the best way to ensure that you are never the optimal option for anyone. And, if you are never the optimal option for anyone, you will never maximise sales. I was in a strategic planning session recently where the board members were hell-bent on making the market definition as broad as possible. They mistakenly believed that this would provide an indication of the substantial potential of the organisation. In truth, it was the opposite – playing into the Australian passion for mediocrity and fuelled by the business myth that bigger is…