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this week's Marketing
Finding "Just Right"
You might imagine that Oprah
Winfrey, with her multitudes of
fervent fans, could sell
anything that popped into her
head, and loads of it. In a
recent interview in Fast
Company, however, she
revealed that her TV network,
OWN, initially struggled because
viewers didn't want a
never-ending menu of
self-help and spirituality, all
"I thought I was going to have
people meditating in the
morning, yoga classes midday,
Eckhart Tolle on in the
afternoon," she says. "I had a
vision of what living your best
life could look like. The people
told me otherwise. I had to redo
Winfrey had misjudged the
intensity of her customers'
desires. Her fans indeed wanted
what she offered, but in
moderation, balanced by other
types of entertainment.
I see the opposite failing much
more often: People who don't
offer enough to sate the
appetite of customers on a
buying tear or a learning binge.
Someone who's ultra-excited
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