Use focus to expose error

If you describe the customer as everyone, almost any response can look promising. Different groups produce different signals. Their behavior becomes difficult to interpret when you combine it too early.

A narrow target produces a clearer test. You can see whether the intended group responds. You can also notice when another group responds more strongly.

This is one reason focus supports flexibility. A precise hypothesis is easier to reject than a vague hope. You can change the target because you know what the evidence says.

Do not confuse commitment to a test with permanent loyalty to its first assumption. The purpose of focus is to learn. It is not to protect the initial choice from correction.