Two Rabbits

Versions of the proverb commonly translated as if you chase two rabbits, you will catch neither have circulated through multiple cultures.

Documented European and Latin variants go back centuries. The popular attribution to Confucius appears poorly substantiated and should not be presented as fact without stronger evidence.

Literal hunting and predator behavior are more complicated than the proverb suggests.

The useful insight isn’t that nature contains a universal “one rabbit rule.” It is that pursuit requires selection.

Human cognition adds another useful dimension: repeatedly switching attention between competing tasks creates measurable switching costs.

The problem isn’t having multiple possibilities. The cost appears when attention and action must continually reorient between competing objectives.

Opportunity can remain plural. Action eventually has to become specific.

Segmentation shows you the rabbits.

Targeting chooses the rabbit.

Positioning determines how you’re going to pursue that particular rabbit.

The mistake isn’t necessarily serving multiple audiences. The problem occurs when one decision attempts to satisfy incompatible priorities simultaneously.

• Make it premium — but inexpensive.
• Speak to teenagers — without alienating retirees.
• Be rebellious — but completely safe.
• Be specialized — but appeal to everyone.

At that point, the brand continually changes direction.

Specificity requires exclusion.

Not necessarily forever. But for this decision. For this message. For this moment.

Name the audience whose needs you would prioritize if satisfying everyone else were temporarily impossible.

Then make the next decision for them.