Someone once said they didn't know the secret to success, but they did know the secret to failure: trying to please everyone, all the time.
The reality is not all clients are created equal.
Identifying your ideal client isn’t just helpful-it’s a strategic necessity. In business, we often use the term Core Customer to describe this ideal client.
A Core Customer is both willing and able to buy your product, at your price, and in sufficient quantities.
Successful businesses go beyond simply identifying who their Core Customers are. They take the time to understand them in detail-their personalities, motivations, buying habits, timing and reason for purchasing.
With this insight, they can design their product or service to fit the customer like a perfectly tailored suit.
As the ‘father of modern business management’ Peter Drucker once put it: “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
When we truly understand our customers, we no longer need to force them to fit our offering.
Instead, we’ve crafted a solution that aligns naturally with their needs-then we reap the benefits that come from it
The challenge is that too many businesses fail to apply the level of rigour and disciplined thinking this process demands.
Even when insights are gathered, they’re often not shared deeply or frequently enough throughout the organisation to drive meaningful change.
Kinnery.co.uk