Everyone is the wrong answer.

When asked or when thinking about the question, Who are your customers? Everyone is wrong.

[1] Everyone means everybody, every breathing soul, everywhere. English translates the Spanish todo el mundo to everybody, but literally it means “all the world”. All the world is too big and too diverse.

[2] Everyone in your town is wrong. How many people between the ages of 1 and 100 are actually in your town? And if they all wanted your help tomorrow, how many could you serve? Not all. Every business has a capacity. There is only so much we can do and we cannot serve everyone in town.

But now we’re on the path towards a right answer. We just narrowed the answer by billions. And we can continue to add parameters to further simplify and better identify who are customers might be. Such as, gender, age, occupation, marital status, parental status, self-employed and many more.

But what if you started from the other perspective? Start with one: one of your most favorite customers. Who is this person? Can you find another like them? You can.

Have you ever seen these phrases?

“People similar to . . .”

“People also viewed”

They’re on Linkedin. They can lead you to another one, and one is better than everyone.


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