To: Georgio Armani

Your Two-Step View:

1. Based on Harvard-recommended marketing textbooks, you must only focus on your target market.

2. Your target market is the rich minority since no one else can afford what you have to offer.

Your Conclusion: Ignore everyone but the rich.
Your Action: Skin the rabbits and make expensive fur coats.

***

The Missing Step:

3. In the post-Twitter world, everyone, regardless of his socio-economic class, can “afford” your reputation.

A Better Conclusion: Don’t ignore anyone.
Possible Action: Hold your promises, even those made to the not-target market: Let the rabbits live.

Till then, no matter how irresistible your Boxing Day sale is, I choose not be a member of your target market.



Reza Sabernia