The Case for Being Exclusive at Work

Most leaders understand their message needs to define exactly for whom they're work is. Fewer realize that it should also define from whom it is not. Fewer still realize that their message is unintentionally excluding some of the very people they want to attract.

Effective messaging repels on purpose. Careless messaging excludes by accident. For leaders, knowing the difference can make or break your organization’s credibility. 

Repel to Attract

The idea of intentionally turning away potential customers can make leaders uncomfortable. It seems counterintuitive, even reckless, to deliberately shrink your total addressable market when you are trying to grow. But trying to message to everyone can come at a high cost.

Please select this link to read the complete article from Fast Company.