"I don't know the secret to success, but the secret to failure is trying to please everybody."

— Bill Cosby

New marketing opportunities will often emerge by analyzing and evaluating your best business and personal relationships in this way. More importantly, you may also discover market segments you've been working in all along without realizing it or fully appreciating their potential.

"Best-Case Analyses" can reinvigorate your business, so don't make this exercise a one-time event! While periodically reviewing your client base and finding ways to increase your market share, also identify new or existing marketing segments using the defining criteria suggested earlier:

• Is it identifiable and accessible?


• Does the group have identifiable common characteristics?


• Does the group have identifiable wants, needs and objectives that can be addressed by your products and services?


• Does the group have an active communications network?