I’m writing this on a cross country flight.  While I don’t exactly relish the “pleasures” of commercial air travel these days, when I fly coast to coast I’m always struck by the vastness of our nation.  What’s interesting is how making this trip during the day versus at night impacts my thinking.

During the day I look out the window and I’m struck by the vastness of the space, and but how much open space we have to enjoy in the country.  From 35,000 feet, during the day the landscape is dominated by natural features – mountains and lakes and plains and canyons.  But at night, the real opportunity we marketers have becomes apparent.  At night I’m always dazzled by the seemingly never-ending string of lights below.  I realize that each light is a home or a business – in essence each light is somebody’s customer.  The possibility presented by all these lights is nearly limitless.

So why is it, amid the vastness of the opportunity that is the American consumer, that marketers still feel compelled to shout their messages, as loudly possible, to as many people as possible?  With consumers taking control of their media consumption like never before these marketers just get lost in the din.  And it doesn’t have to be that way. 

Just look at the lights.  There’s so much opportunity.  But to win requires focus.  Pick your fights carefully.  You can’t beat everyone.  And if you try to mean too much to too many you’ll end up meaning nothing to everyone.   Segment your market. Pick your fight, and unmass your message.  It’s a big country.  To compete and win you need to make it as small as you can.