Fish teach an important lesson about consumers.

Fish, like consumers, always dictate the ‘rules of the game’. And the rules of the game are often set depending on the type of fish.

For example trout are very picky (most of the time). A shade of brown off or the wrong profile of hook and they will reject. Even when you can see hundreds of trout at your feet you may never catch one if you don’t serve up exactly what they are looking for. Conversely, a pike will often eat anything you throw in the water.

Pick your audience first; then worry about positioning.