Next to a business plan and marketing plan, there is no more important document for a business owner to create than a customer profile. A compendium of demographic, psychographic, attitudinal and ...

Every service firm leader I’ve engaged with in the last 20 years says, “We know who we serve.” Yet when I request that they describe their ideal client's top five goals, opportunities and challenges, ...

When a business is trying to sell a product or a service, it must have a target market. Who are the people that are most likely to buy? Knowing this helps narrow your audience so that you can be more ...