I want my message to reach “everyone”. Does that sound familiar? Whether you are a company trying to sell a product or an organization wanting to get a message out, your ultimate desire is to let everyone know about it. A lot of my work has been with non-profit or government organizations trying to educate the public about an issue – don’t smoke, get active, buy local, go green, etc. Would everyone benefit from this information? Absolutely. Is the goal to make sure everyone knows about this important message? Yes. Can we do that with one strategy? Absolutely not! Can … More