Fight for undecideds

Some companies have started using political pollsters to map opportunities and to figure out who their undecided customers are and where to find them. Like in elections, when fighting for a market, you first need to secure your base (i.e. your loyal customers), then you need to fight for the undecideds who will swing the market. Don't waste time or money trying to convince people who've already made up their minds.

As businesses enter new markets, they should consider employing other tactics used by political campaigns during elections. For example, when selling a consumer product, consider canvasing in neighborhoods filled with undecideds and actively pursuing public endorsements from local leaders and social influencers. Be sure that your victory will make you a more influential endorsement among their undecided constituents. Like in politics, campaigning never ends and you're always on stage.