Bob Bloom and Dave Conti in their book, The Inside Advantage, implore businesses to get crystal clear on who is their juicy core customer the customer from whom the business can mine the most profit over time. Customers should be defined beyond a pure demographic but also on their wants and needs.
I’ve taken a page out of their book and defined my who as more than just business owners. My core customer is the owner of a small to medium-sized business who wants to learn and find new ways to grow their business. Typically, my clients like to read business books, attend conferences and are involved in organizations like YPO (Young Presidents) Organization or EO (Entrepreneurs Organization). I’ve added something else to my core customer definition; I want my clients to inspire me. I like to find one attribute in a client that will improve me. We learn from each other!