🕶️ Do you really understand your customer?

After 10 workshops and ~35 small businesses helped, I’ve noticed something I want to share.

Most business owners I work with can describe their customer. Not perfectly, but reasonably well. They know the industry, the rough demographics, the problem their product or service solves.

What they rarely know, until it’s revealed in a workshop, is where their product sits alongside everything else on that customer's plate. It shows up time and again.

For example…

I worked with a print-on-demand swag business that offered over 10,000 SKUs; all great products at competitive prices. Their customers were event managers and marketing coordinators — people who needed branded merch for conferences, team days, client gifts, etc.

The business thought their value was choice, but the customer experienced choice as a problem. That event manager didn't have the time and energy to browse 10,000 options. They arrived overwhelmed at the seventeen other things open on their laptop, a venue booking to confirm, a caterer waiting on a final headcount, and on and on. What they needed wasn't more choice. They needed someone to make the choosing easy.

Once the business understood that their customer's real goal wasn't "find the right product," it was "get this off my list without making a mistake", everything shifted. 

• They built event-based recommendation lists with upsells naturally embedded. 

• They curated socials edits for their most common scenarios. 

• They adapted their customer enquiry scripts to start with "tell me about the event" instead of "we’ve got X and Y." 

Customer Clarity

Same products, but the customer experience was curated to meet their bigger needs. Through this empathy lens sales suddenly became much easier and quicker.

Shifting from "here's everything I can do" to "here's how I make your life better" is what changes how people market, how they sell, and how the right customer finds them.

It sounds simple, but it's very hard to see from inside your own business.

I’ve distilled my work with these companies into five simple questions to help you understand your customer in this way. The worksheet will take twenty minutes to complete. Some questions will be easy to answer, but some others will be thinner than you like.

It's free. Simply leave your email address and receive a download link.

If you answer all five honestly and find yourself surprised by one of them, that's the one worth paying attention to.