It is as true in marketing and communication as it is in life – doing a small number of things very well generates better results than doing a number of things less than well. Research consistently demonstrates that focusing available resources produces better results than spraying them and the less the resources the more important […]

It is as true in marketing and communication as it is in life – doing a small number of things very well generates better results than doing a number of things less than well. Research consistently demonstrates that focusing available resources produces better results than spraying them and the less the resources the more important focus. it is all too common for marketers to spread limited resources very thinly, reducing the impact of every option addressed, when they would be far better served by identifying the most important option and focusing on it. The temptation to spread limited resources thinly needs to be resisted.   This issue will be discussed in detail on THE D. JOHN CARLSON NETWORK –www.djohncarlsonesq.com/publishing John Carlson is a behavioural scientist, strategic planner and lateral thinker focusing on branding, marketing, communication, personal advancement, business development and behaviour management. www.djohncarlsonesq.com