Chapter 41. Smaller targets are easier to hit

An archery club was practicing. All lined up, each person faced what seemed to be a small target hung in front of a bale of hay. Perhaps if those targets were larger, they would have a better chance of success? On the archery range, a nice, big target can be easy to hit.

In marketing, however, the opposite is true. Large targets are difficult to hit. The more diverse group you hope to appeal to, the harder it is to construct a compelling brand proposition, and the tougher it is to build meaning around your brand that connects with your potential customers.

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