Blog

Every business at every stage must be able to answer two questions: What do you want? Who is your customer? I’ve written about vision recently. Vision is essential because it focuses your attention. Where you focus your attention creates your world. Knowing your customer is also essential. But surprisingly, in all their day-to-day busyness, companies can easily forget exactly who they are trying to serve. The art and science of customer segmentation can get a bit complicated, but there’s a simple framework I’ve been using with enterprise, SMB, nonprofit, and startup clients for the past few years that seems to…