It’s a Herculean task trying to sell your product to the whole world.

It would be nice to have your customer base be as wide as possible, but you have to accept that you won't be the right fit for everyone.

It's okay to turn a few people off.

People who like coke don’t like Pepsi. I’m indifferent because any soda pop drink is fine. But for the true fans like my mother and my sisters, it’s coke or nothing.

Not everyone needs your product or service and not every potential client is going to be a profitable use of your time.

You have to learn to seek out the right kind of people and the narrow sphere where you’ll dedicate your time and attention.

You stand a better chance of finding your ideal client there than trying to market to the whole world.

Besides even if you tried, you can't help the whole world.

If you sell inverter batteries, it would be nice for every Nigerian to get one. However some people are fine with generator sets. Some people are comfortable staying in the dark so long as they don’t have to spend any extra money.

Some people don’t like generators and have the money but won’t bother because they think, “all my children have grown and left the house so why bother?”

Your sales and marketing journey should begin with asking “who are my customers and who should we be talking to?”

Selling to the whole world is impossible and ineffective.