WHERE CAN YOU BE A BIG FISH IN A SMALL POND? It's better to pick a focused market that's “too small,” but where you can find and win deals, than it is to stick to defining your target market so broadly that you get lost in it. Why is this? It's easier to make the pond smaller than make the fish bigger: It's easier to retarget, refocus, and reframe yourself than to change your products and offerings. To grow past word-of-mouth marketing, you have to stand out. It's easier to stand out and win deals in a smaller pond. When you share too many things that you excel at (too many ponds), it's more
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