Anyone who knows me, knows that I’m a big fan of marketing guru Seth Godin, who offered up some great advice in his post today on a marketing concept that most of us know to be the truth. But it was the way he boiled it down into a term that was new to me — micro-hysteria — that really resonated well.
As Seth puts it, marketers need to “find pockets of the population that interact with each other and create that sort of experience…Too often, marketers have mass envy. Far better to obsess about owning the micro audience, at least for a moment, then to waste your energy trying to be everything to everyone.” (read the entire post to get the context).
Why is it so hard for marketers to actually put this philosophy into action? Most reasonable businesspeople fundamentally get that you need to find the one thing you’re good at and do it really well. But maybe it’s the pursuit of “growing marketshare” (translate: simply keeping revenue coming in to survive), that causes marketers to become derailed.
As one of my former bosses often said, “Focus is our friend.”