My notes on “Marketing Without Money – How 20 Top Australian Entrepreneurs Crack Markets With Their Minds” by John C Lyons and Edward de Bono:
How narrow is your product offering?
- “Don’t try to be all things. Be famous for just one thing. We are doing a very simple thing. We are facilitator only, taking people to the top of the bridge. Our job is to enable our customers to make heroes of themselves. – Paul Cave, BridgeClimb
How narrow is your target market?
- Frequently it is better to define what you do in terms of what you do not do, being quite harsh on your choice of markets and the products and services you deliver. Seldom is failure attributable to too narrow a focus.
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