Prospects are Everywhere

Focus on serving one segment instead of the total imaginable market.

When developing new products, the tendency is to envision serving the total imaginable market, believing that prospects are everywhere. The reality is that it takes a long time to get everywhere, and “universal” approaches aren’t. Building outward, similar to following the ripples in a pond (serving local prospects first and then expanding), is a far better approach. When in-person, one-on-one sales representation is required.