You can’t boil the ocean.
We say this a lot in marketing. With only so much time, energy, and resources, you’re lucky to boil even a bucketful at a time. This is particularly true when it comes to attracting a base of customers for your product. Short of running a Superbowl commercial—which you probably can’t afford—you’re not going to reach everyone. Better to aim smaller and smarter.
That’s where buyer personas come in.