Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the

agile. world.

Hi, this is Greg Kilstrom and you're listening to the Agile World podcast.

In the last episode I talked about substance, how having an ideology, offering a great experience,

and offering some sense of timelessness can really help Brand succeed.

So let's talk about focus.

I've been a consultant for a while and one of the questions that I always ask

a potential client or a new client is who your audience is. It's something that's key to really

understanding them. While most of them have research and personas and all sorts of things created, more times than I care to admit, you know, my clients have, some

of my clients at least have said, well, you know, our audience is kind of everyone. And there's a problem with this.

If your focus is on everyone, it really can't be on anyone in particular.

By having this lack of focus, it makes it it difficult to really know you know what you

should say what you shouldn't say what types of choices you should make an

example that I often go to for this is Apple. They're a company that lots of people own iPhones.

Many people own iPhones. They keep buying them. Apple would say that they probably want everyone

who can to buy an iPhone and yet their marketing and

their advertising is actually pretty focused.

It's not necessarily focused on a specific demographic, but it's focused on a consumer that wants a specific type of experience.

They want simplicity, they want a great user experience, they want all of those things that

Apple not only promises promises but often delivers. If they were to all of a sudden say,

well we also want to appeal to everyone in the world, what would happen?

You know, what would their advertising look like if they needed to be safe for everyone,

...