Where do you fish?

This is actually more of a random thought than an insightful commentary – more rhetoric than rant and rave…

If you had to pick one, would you expend your marketing budget trying to increase penetration in an existing or traditional market segment?  Or would you prefer to go after an untapped niche?  …I know, I know…  The correct answer is “It depends.”  Forget correctness for a moment.  Your answer is not graded and you will not be held accountable for it at your next annual review.

This is a topic that seems to come up again and again and seems to relate directly to the stakeholders’ risk tolerance.  Do you fish where the fish are biting (the ol’ fishin’ hole) or do you try something new and hope to strike gold(fish)?