Defining Your Core Customer

At the center of strategy is choosing a customer segment that naturally fits your best product or service. By zeroing in on a specific customer segment you can choose a targeted set of differentiating attributes and a focused set of operational capabilities. Getting this right will allow you to scale faster and easier. Getting this wrong can mean your targeting customer that won't be profitable or easy to serve. This presentation walks you through how to identify your best customers, build a persona around them and create a differentiated strategy that will make them want to run to you for your products and services.

Presented: Dec. 11th, 2020 1:45-2:10pm EDT, by Bruce Eckfeldt

Downloads: Presentation slides (4 MB)

Additional references:

Some articles from Inc.com and my blog on retrospectives:

Your Brand Represents a Promise to Your Customers. Make Sure You Know What Yours Is

Your Company's Purpose Should Be More Than Making Money. Here's How to Discover It