I’ve been in meetings where Total Addressable Market (TAM) steals the spotlight. Yes, I agree, it’s a handy metric for investors and financial planners, but if you’re in the business of building a brand, TAM can be misleading. It projects a market’s potential, but potential isn’t what creates a successful brand. Here’s why TAM shouldn’t drive creative strategy.

TAM is a Misleading Measure of Opportunity

TAM is all about potential market size—it’s a big, shiny number that looks impressive in presentations. But it’s not a reliable indicator of a brand’s potential for success. Why? Because TAM assumes you can capture every possible customer in a market, but the reality is far messier. Not everyone is interested in what you’re offering, and trying to appeal to everyone will dilute your brand’s impact.

Let’s be clear: a large TAM doesn’t guarantee a successful brand. It’s only a starting point, not a strategy. To build a brand, you need to focus on how to engage and convert your audience, not just how big the audience could theoretically be.

Scale Doesn’t Guarantee Success

It’s easy to fall into the trap of thinking bigger is always better. But brands don’t succeed by chasing scale—they succeed by connecting deeply with a specific audience. Take Apple, for instance. They didn’t dominate the market by making cheap, generic products. They focused on innovation, design, and creating a premium experience that resonates with a specific audience. Their TAM may not have been the largest, but their focus on quality and brand identity has paid off. As Douglas Davis notes in Creative Strategy and the Business of Design, "...true differentiation often means understanding your core audience’s unique needs and positioning your brand to meet those needs in a way that competitors can’t match."

Trying to appeal to everyone results in a diluted message. When a brand attempts to be everything to everyone, it loses what makes it special. It’s far better to have a smaller, dedicated audience that feels a deep connection to your brand than a large, indifferent one. Another great concept at play here— “sticking to your core” from Dan Heath’s Made to Stick, where simplicity and focus create stronger, more memorable ideas.

Differentiation is What Drives Loyalty

TAM doesn’t account for what makes your brand unique. It’s a generic number that assumes every potential customer in the market is equally valuable. But successful brands are built on differentiation—on standing out by offering something unique and compelling. Michael Porter’s concept of competitive advantage emphasizes that companies win by differentiating themselves, not by trying to play in the largest arena possible.

Consider Harley-Davidson. Instead of chasing a broad market of general motorcycle enthusiasts, they focused on creating a strong brand identity that appealed to a specific type of rider. Harley’s brand isn’t just about motorcycles; it’s about a lifestyle, a sense of freedom, and belonging to a community. That’s what keeps their customers loyal, not the size of their TAM. The importance of creating an emotional connection means building authentic, simple, and purposeful brand stories that resonate more deeply than scale alone.

Niche Markets Offer High Engagement and Profitability

A common misconception is that larger markets are always more lucrative. But many successful brands thrive in niches because they can engage deeply with their audience and create more meaningful connections. These brands may have a smaller TAM, but they make up for it with high engagement, loyalty, and premium pricing. Focusing on smaller, loyal segments can often lead to stronger brand equity, allowing companies to charge a premium and build stronger, lasting relationships .

Look at Patagonia. They’ve built a powerful brand by focusing on a smaller group of consumers who care deeply about sustainability and ethical practices. If they’d tried to go after every outdoor enthusiast, they would have lost that connection. Their TAM might look smaller, but their audience is loyal and willing to pay a premium for products that align with their values. This is a prime example of how focusing on a brand’s core values can yield success in ways that chasing broad appeal never will. Thank you, Mr. Paul Rand!

TAM is Not a Creative Metric

At its core, TAM is a tool for financial planning. It measures opportunity, not execution. Creativity thrives on execution—taking risks, finding a unique voice, and forging emotional connections. TAM can’t measure how deeply people will connect with your brand, or how memorable your story will be. As discussed in Storytelling with Data by Cole Nussbaumer Knaflic, successful brands use data to enhance their storytelling, not to limit it to just big numbers.

As a Creative Executive, the focus shouldn't be on how many people might buy your product someday. It’s on how to build brand loyalty, create memorable experiences, and ensure that we stand out in the marketplace.

TAM might tell you how big the market is, but it won’t tell you how to build a brand that people care about. That’s why I don’t let it dictate our creative strategy. In the words of Keith Granet in The Business of Design, understanding the client’s needs deeply and aligning creativity with those needs can elevate a brand beyond the competition, regardless of market size.

Conclusion: Focus on Relevance, Not Just Size

TAM has its place, but it shouldn’t drive creative strategy. Chasing the largest possible market can lead to diluted messaging and missed opportunities. The best brands focus on creating strong connections with a well-defined audience. They prioritize impact, loyalty, and resonance over sheer volume.

I’ve learned that the key to success isn’t about going after the biggest market. It’s about going after the right market with a message that matters. That’s how you build a brand that stands the test of time.

Successful brands thrive by having honest, clear, and consistent messaging—being straightforward about who they are and what they stand for helps them win the loyalty of their core audience, even if that means saying no to broader market opportunities.

C-Suite Guide

Here’s a quick guide to help you confidently communicate the key points to the C-Suite (those deeply focused on Total Addressable Market). The goal is to respectfully challenge the over-reliance on TAM with concise statements that emphasize the importance of brand differentiation, engagement, and focus.

1. Acknowledge TAM’s Value

What to Say: “TAM’s good for seeing where the money could be. But that’s where it ends. To build a real brand, we need to know who’s buying and why.”

Quip: “TAM tells you how big the buffet is. We need to know what’s worth putting on the plate.”

I'm hungry.

2. Avoid Dilution

What to Say: “Trying to be everything to everyone just waters down the brand. We need a strong core audience, not a scattered crowd.”

Quip: “You can’t be Coke and Perrier at the same time. Pick your flavor and own it.”

3. Emphasize Differentiation

What to Say: “It’s not about being the biggest name on the block; it’s about being the one people actually care about. We need to stand for something, not just fill space.”

Quip: “Think Walkman, not ‘portable music device.’ People buy cool, not generic.”

4. Use Real-World Examples

What to Say: “Think Harley or Patagonia. They didn’t chase everyone; they chased the right ones. People buy into what they’re about, not just what they sell.”

Quote: “Harley’s not about selling bikes. It’s about giving you a reason to feel alive on a Sunday morning.”

5. TAM vs. Creative Strategy

What to Say: “TAM tells you where the market is, but it won’t get you the win. That’s where we need to dig in and take our share.”

Quip: “Knowing how big the stadium is doesn’t win you the game. It’s about knowing how to play.”

6. Practical Takeaway

What to Say: “We can use TAM to see the landscape, but we don’t need to dominate the whole thing. We need to find our corner and own it.”

Quote: “Don’t be a blockbuster on every screen. Be the cult classic that everyone talks about.”

7. Finish Strong

What to Say: “TAM’s useful, but it doesn’t run the show. We’re not just chasing numbers; we’re building something that lasts. Start with the diehards, and they bring the rest.”

Quip: “Big markets are tempting, but a loyal customer base pays the bills.”

“Trying to sell to everyone is like running for office. You’ll end up shaking a lot of hands, but winning zero votes.”

“Our brand doesn’t need to be the biggest. It just needs to be the one people remember.”