In The Five Unbreakable Rules for Creating Demand, I share that the first unbreakable rule is to: Know and understand your customer better than they know and understand themselves. This means that you must identify who your customer is. As a matter of fact, there is probably no greater nor more valuable effort for a business to take than clearly identifying and articulating their WHO. Inevitably, whenever I see a sales cycle bogged down, margins compressed, or momentum on the downswing, the...
