I recently had a fascinating discussion with my cousin, Katie Quinn -- of Today Show, Serious Eats, and QKatie You Tube fame. She has built a nice following of 150,000 food and travel fanatics, and is wondering where to "take" them. We talked about defining a "Mission" or Purpose for her channel, defining her Brand Position, and then we got to her "Primary Customer."
Katie immediately got all of this, and crafted better statements for herself than any brand consultant could. But I really liked her definition of Customer, so I thought I would share it:
"Female in her 20s. Driven. Curious. Would describe herself as honest & happy. Wants to self-actualize. Seeks out inspiration."
Now, our business may be bigger and more complicated than Katie's, but how many of us have taken the time to really define who we are trying to reach and do business with -- as specifically as Katie did? And why should we?
What I really love about Katie is that, after our conversation, she did research on her own and educated me on the topic! In this HBR interview, Robert Simons talks about the importance of identifying your "primary customer." In it, he talks about considering your company's heritage, strategic advantage, and the customer's profit potential for the organization.
The bottom line is that all of us have limited time and resources. The more specifically we can describe our customer, the better we can understand their specific unmet needs, craft relevant differentiated value propositions, and discretely target media and messages to them. All in a focused and efficient way.
I'll let you know how it works out for Katie.
Let's talk about how it can work out for you!