A journalist asked the infamous Willie Sutton, “Why do you rob banks?” and he answered, “It’s because that’s where the money is.” Another journalist asked him, “Why do you rob banks with a machine gun?” and he answered, “It’s because they won’t give you money when you show up with a great personality.”

The story of Willie Sutton and his responses to journalists offers valuable lessons for businesses and marketers. Much like Sutton targeted banks because they were where the money was, it's crucial for businesses to focus their messaging on the audience most likely to be interested in their product or service. This highlights the importance of identifying a target market and concentrating efforts on reaching it effectively. Sutton's consistent use of a machine gun to achieve his goal also underscores the value of straightforward and consistent messaging, which helps build trust and credibility with an audience.