The most successful restaurant on the shopping strip close to where I live is a vegan taco restaurant. Other restaurants come and go, but the taco place endures. Rain or shine, day in and day out they’re always busy.

As you can imagine, every time I walk past I wonder why. Why has the taco place succeeded where so many others with bigger marketing budgets, fancier fit-outs, and more extensive menus have failed?

I think it comes down to the fact that they know who they’re for.

They can describe their customer with such clarity that they don’t have to second guess their menu, decor and pricing.

It’s easier to make room at the table for the right people when you know who those people are.

Who, exactly are you in business to serve?

If you’re not sure, my Story Strategy Course will help you to answer that question.

Image by Vince Fleming