Does narrowing your focus to a single or a few target segments limit your opportunities for growth?  While it is logical to think that targeting reduces your total addressable market (and it does), the team talks about the magnetic effect of focus - the ironic result of serving one segment so well that other segments are drawn to your value proposition.

Does narrowing your focus to a single or a few target segments limit your opportunities for growth? While it is logical to think that targeting reduces your total addressable market (and it does), the team talks about the magnetic effect of focus - the ironic result of serving one segment so well that other segments are drawn to your value proposition.

Season 2, Ep.7:  Does Targeting Reduce Your Chances For Growth?

I am Tom Spitale, a Partner at Impact Planning Group - welcome to our Podcast!  Along with my colleagues and Partners Mary Abbazia and Sean Welham, we are the authors of "The Accidental Marketer" published by Wiley.  Through our book and our consulting practice, we help (mostly B2B) Accidental Marketers create unique and compelling strategies that differentiate their products and services from the competition.  Our podcast addresses important B2B strategic marketing issues and is designed to help listeners maximize profits in their area of responsibility by creating, communicating and capturing (via pricing strategies) more value for customers than competitors do.

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I am Tom Spitale, a Partner at Impact Planning Group - welcome to our Podcast! Along with my colleagues and Partners Mary Abbazia and Sean Welham, we are the authors of "The Accidental Marketer" published by Wiley. Through our book and our consulting practice, we help (mostly B2B) Accidental Marketers create unique and compelling strategies that differentiate their products and services from the competition. Our podcast addresses important B2B strategic marketing issues and is designed to help listeners maximize profits in their area of responsibility by creating, communicating and capturing (via pricing strategies) more value for customers than competitors do.

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Season 2, Ep.7: Does Targeting Reduce Your Chances For Growth?

Season 2, Ep.7: Does Targeting Reduce Your Chances For Growth?