A Big Fish In A Small Pond

"big Fish in a Small Pond"
To judge a person’s ambition, many people will ask the question “Would you rather be a big fish in a small pond, or a small fish in a big pond?”. When it comes to marketing, the answer to this question realistically has to be the first one. By advertising locally you can spend a lot less money than going further and wider. You can also gain the full attention of a smaller number of people, rather than barely registering with thousands. Concrete attention is what you are looking for in a potential customer.
This is not a lack of ambition, it is playing the percentages. If you wish to one day be a big company, throwing all your money away upfront to try and stir the attention of a marketplace that has plenty of other contenders clamoring for it is not a sound strategy. Becoming number one in your locality gives you a chance to diversify into neighboring territories before eventually becoming a feature on a more national stage.

Read. There have been many books written on the subject of influence.  Reading them is no replacement for experience but they can give you a better understanding of how important being a Big Fish in a Small Pond can be.
It is important to be conscious of what will work for you. Ambition is a fantastic thing, but you do not want to get confused between ambition and recklessness. Business needs to be done in full awareness of what you need to do to be successful. There’s plenty of time to reach for the stars, so you should look to build a decent ladder before you try. It’s not aiming low, it’s being aware of what is possible and making sure you grab it.



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  1. I fully agree! by going local and collaborating with our colleagues, we can go global.
    Great article!

  2. Very interesting blog. How interesting – to focus locally instead of nationally.

  3. Thank you Dee for stopping by my blog….

  4. Heidi, as always your take on marketing is spot on! Local influence is your forte and you communicate it so well in this post! Well done!
    Jan Idelman
    Jan Idelman Creative Group

  5. Great feedback! In our industry,a Feng Shui business is unique, specialized and is quite different than marketing a main-stream business. In Feng Shui, you are not only marketing a business, you are marketing yourself. First impressions are lasting and your marketing material may be the first piece of information a prospective client sees about you and your company.

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