The Importance of a Targeted Approach The One Thing That Will Drastically Improve Your Marketing Results If You Build a Unique Niche, Clients Will Come Cookie-Cutter Marketing Strategies Don't Work: 3 Vital Questions You Need to Craft Your Own

Most entrepreneurs and business owners have grand visions of ruling the world, at least when they're starting out. And that's fine. Considering all the wet blankets every budding businessperson has to cope with, dreams of world domination can help to keep the fires burning. The problem is that we tend to hold on to these dreams past the point where they serve us. Sure, they may drive us, but the lack of focus we suffer because of them can drive us out of business. It almost happened to us back in the '90s, and it could be happening to you right now.

Successful businesspeople are dreamers—they have to be—but they're also quite logical and hard-headed. They spend much of their days thinking seemingly rational if/then thoughts such as, "If I sell to the broadest market, then I'll make the most money I can." Logical? According to widely held beliefs, yes. In the real world, no.

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