Who are you selling to?

Most businesses begin their journey with a clear appreciation of their target market. Yet it’s surprising how often what they consider to be their typical customer is very different from reality. A great case in point on this involves a story told to me several years ago. Ronson was a British company that made cigarette lighters. Ronson didn’t make any old ordinary plastic lighter. These were durable, high quality, stainless steel objects of beauty....

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