Spend five minutes on the average British high street and you'll spot at least one business mid-identity-crisis: cafés desperately straddling “flat whites” and “builder's tea”, dessert shops targeting toddlers and teenagers (with menus only slightly less confused than the customers), and interiors that say "we found this on Pinterest and hoped for the best."

The result? Customers walking right on by, searching for somewhere that actually knows what it is and who it's for. Because the big, uncomfortable truth is that when you try to speak to everyone, you resonate with no one.

Businesses forget this constantly, thinking a wider net equals more customers. But what it really equals is diluted messaging, confused aesthetics, and a fast track to being forgotten. It’s like throwing darts blindfolded—you might hit something eventually, but it won’t be intentional (or pretty).

The Price of Playing it Safe

Trying to appeal to everyone is as commercially suicidal as it is existentially. The high street isn’t short of options; in fact, it's drowning in them. To stand out, you don’t need broader appeal; you need sharper focus. Your target audience isn’t just anyone who wanders by—they’re people who see your place and immediately know it’s meant for them.

And yes, your target market should shape absolutely everything:

• Your branding, from logo to language

• Your interiors and layout

• Your menu and offerings

• Even your Spotify playlist

Take a dessert shop targeting Instagram-savvy Millennials. The smart business owner would skip the trend-chasing and invest in strategic choices that create a genuine connection with what that market values—sleek interiors, photogenic corners, and treats that feel less like snacks and more like an event. Meanwhile, a shop targeting families would dial up accessibility, comfort, and child-proofing.

Both have merit. But combine them? Congratulations, you’ve created an atmosphere about as compelling Christmas Day with the whole family. Confusing dynamics. Simmering tension. Generally best avoided unless necessary.

The Myth of Alienation

Most business owners panic that picking one audience means alienating everyone else. But actually, specificity creates intrigue. People outside your target audience don’t avoid you because you’re focused; they’re drawn to you because your identity is clear. Starbucks didn’t build a global empire by chasing everyone—they targeted urban professionals, and everyone else turned up anyway.

Getting it wrong (And paying the price)

The cost of ignoring the principle is steep. Without a clearly defined audience, you’re burning your marketing budget on guesswork, your interior design lacks strategic direction, and your messaging feels about as genuine as me trying to make small-talk. Competitors with clearer identities will eat your lunch and take your customers, while you’re left wondering why your genius idea just isn’t catching fire.

Find you crowd, then speak their language.

Being bold enough to define who you serve—clearly, unapologetically—gives your business personality and purpose. It stops that persistent brand-itch you can't quite reach, makes you memorable, and transforms customers into advocates.

So pick your tribe. Double down on what makes them tick. Craft a brand and a space they can’t resist. Because playing it safe is for businesses content with fading into the background (also known as the fastest way to fail on the high street).

And remember: Your business isn't a democracy. It shouldn't be all things to all people.