Often times we try too hard to create the biggest possible, most bestest, attract EVERYBODY marketing program. Unless you are Coca Cola and have deep pockets you will go broke trying. That has been GM’s strategy for years and it broke them! They made a different car for everybody and had so many models that even before the economy crashed and burned they were in trouble. Toyota on the other hand, worked at being just some things to some people. They did not make a Hummer nor a 2.5 ton truck. They started AND EXCELLED at small cars and only after some success did they venture into larger cars and trucks. That’s how they became the number one car maker in America. Of course, you need to make sure that the technology you use doesn’t try to kill your customers if you want to stay on top!

When you have limited resources start to look to who you really service. Take a peek at who comes into your shop. Regardless of who you want you need to deal with who you have as a customer. Chances are it is a slice of humanity not every one with a pulse. ‘Tis better to narrow cast with a small net with small holes and capture the fish to feed your family than to broadcast with a large net with big holes and miss the fish in the pond. That will not feed your family!

So look at what you do I find that one thing, that one slice of pie that you excell at and do that. Then tell every one that is what you do!