opportunity 18 of 150 Few things in marketing are more important than precisely identifying, and thoroughly understanding, your market. The best basis for a competitive advantage is to understand your market better than anyone. If you saw an advertisement suggesting that you should have your teeth whitened and that such whitening would make you more […]

opportunity 18 of 150 Few things in marketing are more important than precisely identifying, and thoroughly understanding, your market. The best basis for a competitive advantage is to understand your market better than anyone. If you saw an advertisement suggesting that you should have your teeth whitened and that such whitening would make you more attractive to the opposite sex, how quickly might you act and how much would you pay? Would you compare prices? If you were suffering an unbearable toothache that was causing pain in every part of your body, inhibiting your capacity to think and stopping you from sleeping, how quickly would you act and how much would you pay a dentist to take the pain away? Would you compare prices? I would contend that in response to these two questions: There is a limit to how much you would pay for teeth whitening. You might not…