It's pretty well known that mass marketing costs much more than niche marketing and, worse, it can miss the target audience altogether. Niche marketing works because someone has taken the time to precisely target a receptive market. Much of contemporary leadership development encounters the same problem as mass marketing. Why? Because we have failed to precisely define the meaning of leadership. Millions of dollars are wasted on developing a range of skills in people while no one is really sure that leadership is even being developed in anyone.