You’ve sat through these presentations.

You know: the ones where the guy spends the first half of their talk showing you how many millions of people are in a certain segment, using a certain tool, signing up on a certain website, etc.

“There are 400 million people on Facebook. If it was a country, it’d be #3 in the world.”

“There are 27 trillion boomers in the world, and they all have lots of money. ”

“Women make 85% of the buying decisions, and there’s a gajillion of them. ”

Sound familiar? It’s a common presentation tactic. The idea is to get you to think of how big the opportunity is in front of you, and to utter the famous words “What if we could just get a slice of that pie?”

Strategy Means Focus

I can’t stand strategies that are based on tapping into an emerging market simply because that market is emerging. In other words, you’re chasing it because it’s big. Not because this is an audience you resonate with. Not because you have a right to offer them something. Just because they’re big.

Don’t get on Facebook just because everyone’s on Facebook. Don’t chase the boomer market just cuz there are lots of ‘em. Many a company has been diluted and destroyed in an effort to tap into a growing audience and “get their slice of the pie.” Don’t fall for it. You’ll succeed when you are passionate about your audience. Not the size of the audience. Not the checking account of the audience. Just the audience.

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