Have you heard of the idiom "don't boil the ocean"? When we're faced with a problem or challenge, some of us can be tempted to solve the entire problem which may be a larger task than we anticipate or than can be solved at all. Hence, trying to boiling the ocean.
Nike is one of the largest consumer products companies in the world. They have a variety of market segments and they spend a large sum of money marketing them.
Let's take a moment to look at their mission statement:
"To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete."
Take a look at this ad and tell me what products you see being sold. Where is the advertising copy?
I was having my coffee this morning and heard the squeak of a tennis shoe on the floor. And this was the ad that came to my mind after 20 years of it being televised.
So when you're faced with a monumental task (like selling thousands of products to multiple audience segments), don't boil the ocean;
Simplify it.
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