Deeper vs. Wider

In his post Deeper or Wider, Seth Godin examines the differences between "deeper" and "wider" targeting. He argues that, in order to be successful and "grow the size of [its] customer base," a company must choose between the two tactics, either creating a wide variety of options so that 100% of the population will be satisfied or creating an "expert-like" focus on one item so that it becomes a specialty. I think this is an effective way to think about marketing. Too many companies fall somewhere in between, and in their lack of definition, fail to strike a chord with anyone.