Lessons Remembered

Ask. Answer. Repeat.

Who is your customer?
Who is your customer?
Who is your customer?
Who is your customer?

This is probably the most important and simplest question any entrepreneur can answer. Yet, it’s also the most misunderstood question. As a result, entrepreneurs do not adequately define their customer and do not understand what problems their customer really has. Without an explicit customer in mind, an entrepreneur doesn’t create the right product or service, much less something remarkable. The problem gets worse: the entrepreneur doesn’t use the right words when marketing and selling his products or services. Ultimately, the entrepreneur lacks the true fans she needed to quickly grow her business.

Take the time early on to really dig into this question. Think of a real person when starting to answer the question if that helps. Describe your customer in as much detail as you can. When you think you’ve answered it ask yourself again with emphasis on a different word. You can use the following questions as additional prompts for this question. What is her name? What does she value? Where does she work? How much revenue does her business make? What does she eat? Where does she live? Describe her immediate family. What are her pain points? What hobbies does she have? What books, newspapers, blogs do she read?

Once you start answering these questions, you will start to have a clearer picture of your customer and the problems they have. Answering this question thoroughly will not only help you define your customer, it will help you ask questions like, what would [insert customer name] think about this product/service? Or, would [insert customer name] buy this product/service and tell her friends about it? Customer definition helps you create, market, and sell amazing, value-added products to your true fans who will happily purchase whatever you build.

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