Clarity about the target. Brinkley was very clear about who he was targeting (and who he was not), and about why he was targeting them, and why they were his ideal customers. Significantly, he was willing to toss aside huge segments of the population in favor of focus. He obviously discarded the entire female gender, except as conduit to their husbands—despite the fact that, at the time, over 80% of all patent medicines, cures, and medical treatments were purchased by women for their personal use. He believed he had good reason to defy these odds, and he was right. He also set aside the
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