There is nothing more important for a business to do than define and understand who their target customer is. 

Only 5% of small and mid-market companies spend enough time, attention and effort understanding their customers, and those that do enjoy a tremendous competitive advantage.

As you work through the exercises in this workbook, you will be able to put “your customer’s glasses” on and see the world from their eyes – rather than yours.  Remember, it is our job to think like our customer – not our customer’s job to think like us.

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