CORE CUSTOMER
Who Is NOT Your Customer …
AND WHY IT ' S MORE IMPORTANT THAN WHO IS .
BY ANDREW DAVIS
Close your eyes for a moment and picture your ideal customer .
Easy , right ? You ’ ve spent God only knows how many hours conjuring your client avatar — you know their name , what they look like , how they spend their spare time , heck , you ’ re pretty sure you know how much milk they like to pour on their cereal in the morning .
Because every marketing person EVER has told you that this is the way to achieve business success .
But have you ever stopped to think about the people who aren ’ t your customers ? The people who will never be your customers ; the ones you simply don ’ t want to do business with ?
Well , there ’ s at least one entrepreneur I know of who did exactly that . And by identifying ( very specifically !) his anti-customer , he boosted his bank account by a cool $ 620,000 .
BACK IN BLACK
Meet Stuart Semple , an artist who loves to mix his own colors . If you ’ re artistically inclined , his range is pretty exciting ; there ’ s a color called LIT which is an awesome glow in the dark pigment , and another called Rainbow Liquid which is a colorchanging pigment . All really cool .
But a few years ago , Stuart heard about a brand new color called Vantablack . It was billed as the definition of darkness — developed by a whole bunch of scientists it used nanotechnology to absorb 98 % of visible light . You literally couldn ’ t get a blacker paint than that . As an artist , Stuart
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