Many small to medium sized businesses lean on hypothesizing to create their market segmentations. Basically, they give an educated guess around the details of who is or will become a valuable customer. This approach fails over and over again, yet leaders continue to scratch their heads wondering why they cannot hit their revenue goals.
Every company feels with absolute certainty they know their target market. Yet when a marketing expert, such as myself, says “tell me more” they speak in generalities not specifics. This isn’t “knowing” your audience. To move a specific group of people, the more you know about them the better. “You’ve got to keep your finger..
