(Post created by Dan for LiveWorkOakland blog- a site dedicated to informing and empowering Oakland’s new economy)
It seems so counterintuitive, but to succeed as a marketer of ideas, products or services, I would argue that you have to decide first of all the people you DON’T want to reach. You are more likely to succeed when you throw around words like “ruthless,” “narrow,” and “relentless” to describe the targeting or winnowing you have done.
In most organizations resources for marketing and communications are scarce. But scarcity requires discipline.