Mixing Messages and Audiences Creates a Recipe for Crisis

Thanks to the Internet and the urgings of marketing gurus, we've entered an age of highly targeted marketing. That's not a bad thing. It should make us more efficient and more
economical. The problem with focusing so closely on specific audiences, however, is that you forget that audiences are like radio waves. Just because on paper they say they don't
go beyond a particular geographic area, doesn't mean you can't pick them up when driving around. Both our crises this month are the results of bad cases of tunnel vision.