Playing it safe and appealing to everyone is risky business that appeals to no one.
Want your next product to be a massive success? Are you working hard to ensure it appeals to the all the right people? Great, but please don't trick yourself into believing that your target market is actually everyone.
While everyone sounds big, impressive and makes your numbers look super-profitable on paper, trying to appeal to everyone isn't a shortcut to loyal customers, in fact, it's more likely the opposite.
Keeping your product broad (or bland) enough to appeal to everyone means it won't be specific enough to appeal to anyone.
But there is some good news...
Just because you limit your product appeal to a smaller, well defined target market, it doesn't mean that other customers can't (or won't) find your product valuable. People from outside a particular target market are forever purchasing products that weren't designed for them.
Purchases made in an unfamiliar domain are usually guided by recommendations from satisfied individuals from within a target market, who have used and experienced the product they are recommending.
Asking someone with domain knowledge is waaaaaaaay easier than doing the research and comparisons yourself. I know this, because I rely on it to me make choices, and other people rely on my knowledge to inform their choices (How's your new smartphone going Mum?)
I can't think of a product that has been ever successful when targeting everyone, can you?
Why would this be the case?
Probably because every gadget, product or service is a boatload more appealing when it is designed, perfected, honed, specialised or tailored for a specific person or purpose, not everyone.
And every successful product/service honed for a specific person has two important qualities:
Attributes that make it blissfully attractive to a subset of the total market who will purchase, use, repurchase and derive value from the product; and
Attributes that make it so unattractive to a different subset of the same total market that they would never become customers.
When you try to appeal to everyone, you spend more time playing it safe, watering down product attributes that polarise opinions. The result will be a bland product that fails to excite anyone.
My advice: Aim to delight someone, let everyone look after themselves.