Own It

type of customer, how would you describe them?

An executive coach might say, "I want to work with any and all executives," but do all executives want to work with that coach? They may face an uphill battle to get clients. One place to find your ideal audience of customers is to look at yourself. If you're a female executive who transitioned into academia and became a university president, maybe your ideal audience is female executives who want to transition into academia or those who already have transitioned and want to become the university president. In serving them, you would be able to serve from a place of deep experience and authority.

Many marketers talk about niching down and finding that one type of person who is the perfect fit for your product or service, but there's a trap here. "It's easier to market to a roofer and plumber who are both in Miami than a roofer in New York and a roofer in Miami," says JC Hite, CEO of Hite Digital. "Just because you've sold to a lot of roofers in Miami doesn't mean roofers in New York are going to be just as interested." Depending on the nature of your business, geography may factor heavily into who your ideal audience is. https://www.entrepreneur.com/starting-abusiness/how-to-find-your-niche-and-own-it-in-3simple-steps/441261

In conclusion, the ultimate goal is to create a market of one. A market of one is when your ideal customer only has one option — you. As entrepreneurs, the closer we can get to creating a market of one, the more profit we can produce, which allows us to invest and serve our customers better, improve our relationship with them and make an impact on the world. By finding the right niche for you, you'll be one big step closer to creating that market of one.

Image credit: ibm.com https://naacp.org/convention