Send to Kindle

The essence of good strategy is to have ‘focus’ and to ignore distractions.  This will be reflected by clearly defining Programs and the intended audience, and also publishing who may not benefit from the Program.

Designing a Program that is for ‘everyone’ or a ‘broad’ audience is not an invalid strategy.  The reason for our ‘focus’ is simply to increase our chances of being effective and also to make it easier to shift focus if there is no benefit in offering a Program for a defined audience.

There is a cause-and-effect relationship between understanding audience needs and having a well defined Program.  One will invariably lead to and reinforce the other.

If there is no benefit, then there was an error in audience selection, or gaps in Program definition or finally, faulty execution.  The situation to avoid, in our eyes, is that people sign up for a Program and then find it is ‘not for them’.

The Programs we offer are not for everyone, by design, it is our responsibility to educate our audience the best we can.