How do you design for multiple groups (Figure 3-5) while maintaining focus and not diluting your efforts to the point of failure? One approach is to define one core target group of users, but also keep a number of side target groups in mind during the innovation process. This will ensure that you do not limit your solutions too much. It may also make it much easier for you to later expand your target user group easily. Since you'll already know which other target users could become interested in your product if the solutions you offer are twisted a little bit, you can more easily adapt.