“Alienate the Non-Prospect” to Truly Dominate Your Market

Is attracting people to your product always a good idea?

No!

No, attracting potential customers isn’t always a good idea because there is a cost to attracting certain prospects.

Apple is ok alienating 80%+ of computer prospects (represented by PC/Windows guy on the left) in order to attract hipper prospects like the Mac Guy (on right).

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