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Focus has always been an important aspect of effective advertising and marketing. However, the exponential growth of media channels, devices and social media have made cutting through the clutter and distractions of everyday life much more difficult. This is more than the old issue of how many thousands of impressions every consumer is exposed to…

While it is critical for businesses and marketers to be aware of changing trends, there is a very real danger of being blind to what is now. I am going to try and provide a couple of detailed examples of how, by looking solely to the future, businesses are missing current marketing opportunities. Demographic Blindness:…

In having worked with many entrepreneurial businesses, I have encountered a “fear of focus” on key customers based on a desire to have a broader market from which to draw revenue. In very formal terms, this is often spoken about as a “vertical market”. For purposes of our discussion, we'll talk about a vertical market…