In any business there should be a target customer where everything is being aimed. Lets say for example an author is writing fiction western books. If they have been doing it for a while and are selling some copies then it would be wise to focus their product on that audience instead of broadening it to others by starting something completely different. One common thought is that most people tend to try and reach as many people as possible. When this happens the core customer could lose interest and move away from your brand. This is something we see in CHH. Artists who are known for one thing, tend to try and reach more and more people by changing their style up. It rarely happens without losing your core customers.
The only way to really do this in a company, business, or even ministry is by expanding your team. Add some people who can build a new product or service that will be targeted to a different audience than the current one. Two completely different examples would be Capitol records and Ramsey Solutions. Capitol records added a hip-hop artists to their label to bring in a different demographic consumer instead of getting current artists to try and transition to hip-hop. Ramsey Solutions changed from Dave Ramsey (brand) because they started to do more than just personal finance services. This sparked him to add a whole different section to his company who would handle just those areas of business. I feel this is the best way to branch off into a different target customer. If you can not afford the luxury of building the team, then you probably need to focus on your current customer base, service their needs and interests to ensure brand loyalty.
Jason Bordeaux
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