Your Marketing and the Pet Rock

Marketing driven or Market driven? is how marketer Seth Godin asked the question in his blog post of August 11. To his sage words I would add:

And the market is never, ever "everybody" anymore than it's nobody as pet rocks showed us years ago.

It doesn't matter whether "marketing" is the business owner, friends of the business owner, a large marketing department or, more commonly in my experience, the person or persons wearing the sales hat which might also be the business owner.

Target, define, and test your market, then based on experience with the market, redefine and test again and again.