Both Bill Gates and Warren Buffett declared that the ability to focus was key to their success. Focus is also a key to success in marketing, but it is less about your focus and more about your customer’s. Every buyer, be they consumers or business buyers, has a focus. We all filter, and with the multitude of media options and an endless stream of marketing messages flooding them, people are creating more and better filters daily. Much has been written about getting “above the noise” just so you can be heard, and it is not unsound advice. However, it misses the sweeter approach of quietly standing directly in the field of your buyer’s focus. Take your standard IT geek (please). They tend to be insanely focused, driven by technical prowess, to dig deeply into a topic for days on end. Coders can program for 24 or more hours provided there … Continue reading →