“Everyone can use our product!” is death

In decades of working with small businesses and big brands, I’ve found there are two guidelines many have a hard time accepting:

1/ You must pick a target market. “Everyone can use our product!” is death.

2/ Do not ignore your target market’s core beliefs. Consider this McKinsey Consulting quote on consumer psychology as related by 2pml.com:

“According to behavioral science, the set of beliefs that a consumer holds about the world is a key influencer of consumer behavior. Beliefs are psychological—so deeply rooted that they prevent consumers from logically evaluating alternatives and thus perpetuate existing habits and routines. Companies that attempt to motivate behavioral change by ignoring or challenging consumers’ beliefs are fighting an uphill battle.”

Read that last part again. It will save you millions of dollars.

Ever get into a Facebook argument/debate with anyone about anything? Did you change their minds? See what I mean. 😁😁😁