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One of the most important principles, if not THE most important principle of marketing, which is repeated in the majority of marketing books, is this: Do not make a key and then run around looking for a lock for it. Instead, find a lock, and then carefully fashion a key, meaning, first figure out who your target audience is and then make a product. Never the other way around, unless you want to make your work a thousand times harder and unefficient both for you and your audience. Idea number one is: The Lock and The Key. During a part of his career, Zig Ziglar was a salesman of pans and pots, a common job at that time. The traditional way of doing this job included the salesmen loading their cars with as much pans and pots as they could possibly carry, and then hitting the road one village at a time, selling a few pots to those who are willing to buy, and after a few days moving on to the next village, but Zig decided to try a different approach. He decid