Are you trying to be all things to all people? Do you tell yourself that the “whole world” could be your customer? Don’t fool yourself! A Swiss Army knife may have a can opener, corkscrew, scissors, screwdriver, nail file, bottle opener and lastly a knife all built into one multi-tool. But when push comes to shove it’s not a very good can opener, corkscrew, scissors, screwdriver …….etc. Most people have a drawer filled with utensils designed to be only bottle openers or knives. And they prefer these single use tools because they provide a superior service for the task at hand. Most likely you’re not selling Swiss Army knives but instead fine carbon steel cutlery for chefs. Do you know that?
Bu out in the woods, huddled over a fire, the Swiss Army knife, compactly stored in your coat pocket is EXACTLY the right solution. This niche market, the market of campers shivering outdoors, is the target market. What is your niche? Who are the people you uniquely serve?