According to the old proverb, “If you chase two rabbits, both will escape.” That’s especially true in design and marketing. Lacking focus is the surest path to failure.
When I ask a potential client who he or she envisions to be their customers, the worst answer I can hear is, “Everyone.” I know right away this is a person who is going to be difficult if not impossible to satisfy. They haven’t a clue as to their target audience.
The most successful marketing campaigns start with definition and bring clarity through focus. Here’s the best way to explain. The next time you’re in a store that sells cameras, pick up a nice digital single lens reflex model and remove the lens. Then take a photo. Nothing but a fuzzy blur. Now put the lens back on, sharpen the image and take the same photo.
Amazing what focus can do.
