Keith Goodrum

I was watching Anthony Bourdain’s No Reservations the other night on TV… Yes, I occasionally watch the idiot box (As my Grandpa calls it). Anyhow he (Anthony) was frolicking around Greece. If you saw this episode you would know what I was referring to…

So, Anthony is taken to a town for breakfast by the local guide. And they go to a bakery for a particular dish. This baker makes a breakfast dish that is very popular with the locals. He makes the dish with a thin filo dough.

Anthony & his guide get to go in the back and watch the baker make his famous dish. He rolls out the dough & stretches paper thin. It is so thin that the guy at one point lifts a corner of the dough and passes his hand under the dough. You can clearly see his hand through the dough.

When the dough is ready the baker cuts it into sheets. Next he spreads a thick layer of a cheese that Anthony says tastes like a salty ricotta. The dough is folded over the spread, and goes into the oven to bake.

It comes out a flakey golden brown, and looks delicious.

The next scene shows Anthony & his guide sitting at a table eating the freshly prepared breakfast.

What does this have to do with marketing?

It turns out that this is the only thing this bakery makes. And he only sell it at the bakery. Oh, and you better be there for breakfast, because the shop closes everyday at 1pm.

How’s that for niche marketing?

This guy has sliced his market down to one product, one town, one meal…

And the guide told a stunned Anthony that the baker does quite well for himself. I believe that the guide said the baker has been in business for 30+ years.

This baker has expertly applied the 5th Immutable Law of Marketing. The Law of focus. In marketing owning a word in the prospects mind is powerful. In his town he owns the dish in his customers mind.

And that is all that matters… there might be bakers in his town that make this particular dish better, faster, cheaper. But, to his customers he owns the dish.

This guy has become a master at one thing, and it has paid off big for him. They didn’t show him jumping from one station to another making a different dish at each one. He focuses one thing seeing it through to completion.

Funny how that works…

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