This concept addresses why consistency is the first step to a successful marketing campaign. The whole market is every one that might buy your products or services. The thin market is the portion of the market that needs your products and services now. An analogy from another industry would be insurance. You don’t pay a monthly premium so you can use it all the time. You buy insurance for when something goes wrong. The core principle is you have to be in front of your audience when they need your services or product. You can’t “time” when they will need your business.