He has a great post on his blog today about focus on reaching the reachable customers and not the unreachable. My favorite Quote is:
And yet marketers still start every meeting and every memo with ideas about how to reach the unreachable. It's not in our nature to do what actually works: start making products, services and stories that appeal to the reachable. Then do your best to build that group ever larger. Not by yelling at them, but by serving them.
As I am trying to implement a marketing plan for my company I am going to try and focus on reaching the reachable.