Splitting the audience or aggregating a new one.

When you are seeking to serve an audience, you are either splitting an existing one, or aggregating a new one.

This is in time with the political election that just happened. If two political candidates go after the same target audience, they split that audience, and make it easier for someone else to step and win by serving a different audience. This is the equivalent of starting a business in an existing market, you are seeking to split the market and gain a share for yourself.

In an alternative, you can aggregate a new market. If you came up with a new invention that served mining companies, manufacturing companies and chemical companies, you can aggregate those markets into a new one for your audience.

Each methodology takes a different approach and reaches a different amount of people.

As time goes by, if you pay attention carefully, you can see the cycles of this aggregating and splitting of markets happening time and time again.