Suddenly it becomes clear what actually defines that ‘fit’ you have with specific customers and the disconnect you feel with others.
Here’s the thing:
It has nothing to do with your product, but everything with how they behave and why. Crystalizing this is the key to predictable traction.
- It gives you a unique understanding of what matters to them that others don’t care about
- It informs where to put your focus and where not.
- It provides the language that resonates most with them
A couple of examples
- “They’re not necessarily growing fast, but their market is moving online rapidly, and how they treat customers is extremely sensitive.”
- “Their business is about building trust and long-term relationships. For them, reputation is more important than for others.”
- “The people we have the best click with want to make others succeed. The organizations have a People-First mentality – and they mean it.”
- “Compliance and reliability are non-negotiable. They must avoid negative social experiences. They can’t afford to damage their brand.”
Just imagine what clarity this gives you in you go to market when before answering the questions, the description of your ideal customers was:
- “They are mid-sized to large Ecommerce, Utility, and Financial Services businesses in the UK and Ireland.”
- “They serve a large number of consumers.”
- “They’re prioritizing digital transformation.”
Question for you to reflect upon
What defines the ‘unique fit’ you have with specific customers and the disconnect you feel with others?
Be Remarkable – be different.