All successful businesses do two things.
They fulfil the unmet needs and unspoken desires of their ideal customer.

The businesses that find it challenging to market their products and services are the ones that fail to begin with this end in mind. They start with their needs, instead of a clear insight about what the customer wants.

So the artisan lamp maker who loves working with wood fails to find enough customers to keep his dream alive, because he makes a product that not enough people want. The business coach’s pitch falls flat, or the yoga studio opens in the wrong part of town.

When we see our customers, it shows. When we understand them, they know.

Image by Michael Prewett