The desire to appeal to everyone is understandable. It feels like risk reduction. In practice, it is the most reliable way to build a brand that resonates with no one — a brand that wins no arguments, earns no loyalty, and occupies no meaningful space in any buyer's mind.
There is a particular kind of organisational anxiety that leads to positioning paralysis. It usually begins with a genuine concern — we don’t want to exclude potential customers — and ends with a brand so broadly positioned it resonates with no one.