Marketing to the Multiverse
By Jesse Atwell
The idea that our Universe is one of many — or even an infinite number of — Universes is called the multiverse.
Our Universe looks the way it does, fine tuned for life, simply because we live in a Universe that is just that — fine tuned for life. There are an infinite set of other, less hospitable Universes. We don’t reside in one of those other universes simply because they are not fine tuned for life.
It’s interesting.
And it’s lazy.
Making something for everyone and trying every possible combination until something works isn’t a strategy. It’s gambling. And the house always wins.
“Somebody somewhere will love this product.”
“This product would sell if only we could afford a super bowl commercial.”
“The market for X is $1 trillion. If we can capture 0.01% of the market, we’re in business!”
Telling everyone isn’t a strategy. You will eventually run out of steam trying all possible combinations.
Marketing to the multiverse doesn’t work.
The scary news is this: your competitors know this.
While you are busy forging ahead, burning resources trying to figure out the combination to the safe, your competitors are grabbing market share — building trust one person at a time.
They have crafted a very specific plan to reach the right person, at the right time, with the right message.
And they’re winning.
Of course, maybe there’s a Universe where you already know this and you can rest easy.
Or maybe this is the only Universe that matters.
