<=>. Less equals more. I love this symbol and what it represents. It can be applied to many areas of life but in regards to marketing, how can less equal more? I think one way is in choosing a single target market which Dean Jackson talks about in Profit Activator #2. I heard Dan Sullivan say recently, “the smaller the niche, the bigger the market.” As we narrow down to a single target market and obsessively focus on that market we become the expert. As we become the expert we can figure out all of the ways to best serve that market and provide amazing value. We can begin to gain a larger and larger market share. This is how <=>.