Nairobi, July 1 -- "You can't be seen, until you learn to see" -- marketing whiz, Seth Godin.

Is "How can we reach more customers?" the first question to ask? Or, should one start by asking, "Which small group of customers can we understand so well that we become their obvious choice?" Is it true that "No business plan survives first contact with customers?" Are managers best described as: predicably irrational? And, does organisation change often start with just one person?

Focus on a minimum viable market

Seth Godin argues that instead of trying to appeal to everyone, enterprises should identify the smallest market that can sustain their business and serve it exceptionally well.

Best way to do this is start with a specific group of ...