Potential customers have unlimited choices and are in no rush to make a decision. You on the other hand, need customers to choose your product or service, and to do it in the quickest time frame possible.

It would be easy to believe that because you need more people to choose your product today, you should broaden your appeal by diluting your marketing messages to attract the most people. And yet time and again we see the businesses that succeed, do exactly the opposite. They take time, narrow their focus, value relevance over quick wins and work hardest of all to understand the problem they solve and for whom.

Sustainable businesses are not built in a hurry around quick fixes.
Marketing cannot be an emergency measure.
You’ve got to allow yourself the time and space to do it right.

Image from Unsplash.