If you do not know who your customers are - you will never be able to explain who you are! It is quite simple, your identity is intrinsically linked to who your customers are. Many companies have a huge problem explaining who they are and what they do. But, when you dig deeper - you realise they do not understand their niche. In fact, many companies don’t really know which markets they are serving, nor do they really understand why they attract the clients and customers that they do. Read the rest of this entry »