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When Growth Stalls: How It Happens, Why You're Stuck, and What to Do About It by Steve McKee

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11.5. Yeah, But . . .

How do we know if our "I" will include enough prospective customers to achieve our Top Box?

You obviously can't achieve success by targeting a single individual, the ultimate narrow niche (unless, perhaps, your goal is to sell an investment to Warren Buffett or technology to Bill Gates). But you can't get there by targeting the whole world either. The trick is to find a niche that's big enough to achieve your goals but small enough to ensure relevance. In Wendy's case, the "I" has to be broad enough that it can generate those three hundred million purchase decisions per year. Audi, on the other hand, can focus a bit more narrowly because the company needs only a million transactions (albeit pricey ones) per year. And MAC ...

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