Everyone says, “We should be everywhere our customers are!”
But with so many channels, so many customers, you can’t cover them all, you’re spread way too thin. When you’re meeting your customers wherever they are,you’re really abrogating the responsibility for choice.
Think about the Amazons and the Apples. They say, “This is where we’re at, like it or lump it!”, “We’re going to be brilliant in these bits and we’re not going to be anywhere else”. They’re going to concentrate all their resources and smash it out of the park!
There’s a courage and a bravery that comes from saying “Here’s where we are; here’s what we stand for!"
