REMIX: Album 1 Track 2 - Scott Hargrove, CMO @CPK - Maniacally focus on core customers or pay dearly!

Scott Hargrove, EVP and CMO @ California Pizza Kitchen, formerly at Snap, World Surf League, Coca-Cola

Many highly accomplished, smart marketers confuse ‘volume’ with ‘positioning.’ These terms are related but are not the same thing. Scott eloquently and honestly recounts a valuable lesson where he learned a NARROW positioning can result in HUGE sales volume and a huge, diverse customer base. A counter intuitive principle when not understood and respected kills brands and businesses. Scott is the ultimate marketing decathlete who drops jewel after jewel to your brains delight.