In dodgeball, accuracy and speed almost always trump brute force. The quick, the nimble and the focused are the winners. Same with marketing. The biggest competitor isn’t always the most profitable. Often, the smaller company picks off the most profitable customers and keeps them longer. As a marketer, you have to be ready to take advantage of opportuntities — and create your own — by thinking about narrowing your focus. When you have fewer resources, you have to deploy them with accuracy and finesse — the right message in the right place at the right time.
