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You Can't Be Everything for Everybody, So Stop Trying

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David Carter
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Image credit: Georgijevic | Getty Images

There's a fundamental rule in marketing that takes some discipline and some getting used to, but it's undeniably true: You can't be everything for everybody.

First of all, you can't possibly please everyone all the time and, secondly, you can't possibly offer everything that everyone would want all the time either.

But, when running a business, we can't help but want to maximize our opportunities, so we avoid saying no to anything.

We want to please everyone and we want to give people everything that they want, so we say yes all the time.

As a result, we try to go for the broadest range of product features and services in an attempt to get as close as we can to offering everything for everybody.

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David Carter
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