Why a marketing strategy that fits everyone usually ends up fitting no one at all

A strategy is a set of choices about who you serve and what you refuse to chase. When a plan tries to win every segment at once, it quietly loses focus and budget.

Signs the strategy is too broad:
— the target audience is described as "everyone who needs it";
— every channel is "important" and none is a priority;
— the same message is expected to convert cold and warm traffic alike.

Narrowing down feels like losing reach. In practice it concentrates limited resources where they actually move numbers.

A strategy is defined as much by what you decline as by what you pursue.