Not everyone wants to buy your products. Let me repeat that. Not everyone wants to buy your products. It’s a hard thing to hear, but it’s true. Knowing who does and doesn’t want your products can allow you to focus on those most likely to buy from you.

Because you can’t be all things to all people, it is important to be who you are. That will serve you and your business well. Stay focused on what has made you successful and you will continue to be successful. By trying to branch out into other customer segments, you may marginalize your business. You may end up pulling resources away from those more valuable segments. This is a big no-no. Stay true to yourself.

For example, if you are a screen printing business who has become well known for a line of quirky, funny shirts, moving into other types of clothing or themes may water down that image that consumers have of you. And if that built up image has created significant value for your company, you don’t want to do anything to harm it. The results could be disastrous.

So, resist that urge. It will serve you well.