32. The Law of Concentration
Market success comes from concentrating single-mindedly on selling to those customers you have segmented as being the ones who can most benefit immediately from the unique product or service features you offer in your area of specialization.
To return to the examples of Lexus and Infiniti, these two cars compete in a specific market niche or segment, and their marketing efforts are concentrated on selling to those men and women who can and will pay for a luxury car in the $35,000–$55,000 price range. These are generally well-paid, upwardly mobile, college-educated, white-collar professionals. These are men and women who admire the BMW and the Mercedes-Benz but for whom these cars are out of their price range.
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