Customer Definition: Customers Are People Too

One of the biggest and most common mistakes that I see early entrepreneurs make is a failure to properly define their customer. Why is customer definition so important? Put simply, someone has to buy your product. You need to know who that person is and why they're going to buy whatever it is you are selling. As Adeo Ressi (CEO of the Founder Institute) is often heard saying, "customers are not inanimate objects"; you cannot sell to Fortune 500 companies, elementary schools, large retailers, SMBs, and so on. You sell to people. Note that "people" does not mean anyone with a smartphone, all millennials, or professionals that use LinkedIn. You need to start with a definitively targeted customer so that you know how to serve their needs, speak their language, and help them solve a problem.


StartupsBen Larson