Another prime example is Apple. In marketing Mac computers, Apple purposefully excludes a huge number of potential consumers. And they’re successful because of this. You see, a Mac is just as good at being a business machine as is a PC. But Apple puts little effort into pursuing that huge market. The fact is a computer is a commodity. The really big money is to be made in selling to everyone, but a real brand cannot do that. Apple understands this better than most.
