Delighting the few

Say your club’s audience has jazz and heavy metal fans. Inviting a jazz band and a metal band onstage together is a recipe for cacophony.

Say your top selling ice cream flavours are chocolate, vanilla and mango. By offering a mix of all these flavours, you aren’t doing anybody a favour.

Some people prefer classical works like that of Vermeer. Others prefer more abstract paintings like those of Picasso. A painting that blends both these styles is likely to please nobody.

Marketing is the science of delighting the few. This is because tastes often don’t mix well.

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