Some marketing people reject the “cherchez le creneau” concept. They don’t want to be tied down to a specific position because they believe it limits their sales. Or their opportunities.They want to be all things to all people.
Years ago, when there were a lot fewer brands and a lot less advertising, it made sense to try to appeal to everybody.
In politics it used to be suicide for a politician to take a strong position on anything. Don’t step on anybody’s toes.
But today in the product arena and in the political arena, you have to have a position. There are too many competitiors out there. You can’t win by not making enemies, by being everything to everybody.
To win in today’s competitve environment, you have to go out and make friends, carve out a specific niche in the market. Even if you lose a few doing so.
Today the everybody trap may keep you afloat if you’re already in office or already own a substantial share of market. But it’s deadly if you want to build a position from nowhere.
Positioning by Al Ries and Jack Trout, Chapter 7.