Blog
Everyone Is Not One Audience
Two people may buy the same product for very different reasons. One wants the lowest immediate cost. The
The customer who left quietly
Complaints arrive by email and phone, so they are easy to see. Customers who stop buying without saying
A Competitor’s Price Is Only the Beginning
A competitor may appear cheaper until we examine what the price includes: installation, warranty length, spare parts, response
Does the customer stay by choice or because leaving is difficult
Repeat purchases are welcome, but they need interpretation. A customer may return because the service is trusted, alternatives
When a Market Becomes Too Broad to Help
Defining a market as “everyone who uses the internet” makes a pitch look impressive. It does little to
A small segment can contain very different people
A small factory manager and an online shop owner may share a critical need: neither can afford a
Growth Worth Celebrating
Winning more customers deserves a moment of celebration. Confidence grows when we understand what those customers bring: contribution
Marketing Starts Before the Advertisement
By the time an advertisement reaches a customer, many decisions have shaped its chances: who the product serves,
The Distance Between Liking and Choosing
“I love the idea” is welcome feedback for any founder. It is not an order. A customer may