When dealing with “Consumer Audiences” it is often tough having conversations about what comes next, or how to address a problem. When the audience is too big (Big Seas) then often the conversation is too big as well. A lot of things become options. You find yourself having conversations like “Why do we sell more in Texas than we do in Florida?” – OK interesting question. However, is that the real question we should be asking, is there narrower approach that we should be taking. If we narrow the conversation and the tightly define the attributes of the market/audience/industry we are looking at, then I think the questions could become more interesting.