The Lighthouse Strategy

The lighthouse keeper stood at the rocky coast, adjusting the beam's direction by three degrees west. Night after night, he did this to ensure the right ships could find their way home.

The hidden pattern of effective marketing:

It's not about being seen by everyone — it's about being found by the right ones.

Traditional marketing wisdom tells us to broadcast as widely as possible, chasing maximum visibility in our attention economy. However, this approach is like a lighthouse attempting to illuminate the entire ocean at once.

It's both impossible... And missing the point.

Consider this:

Take Patagonia's bold "Don't Buy This Jacket" campaign. Rather than trying to convince everyone to want their products, they instead sent a clear, focused signal to environmentally conscious consumers:

"This is who we are. If these values matter to you, you'll find us here."

The same principle shines through in other successful brands. Look at Trader Joe's limited selection. They're not trying to stock everything for everyone. Instead, their curated inventory attracts people who value discovery and reasonable prices over endless choice.

True marketing power comes from the courage to stand for something specific. To plant your flag and say "We're this, not that."

Like that lighthouse beam cutting through the darkness, it's about creating a signal so your people — those who share your values and vision — can find their way to you.