My mission is to figure out who the audience is, and take them where they want and need to go, in whatever format works, even if it’s not a traditionally published book. – Seth Godin

Seth is spot-on with understanding an enterprises audience. Often businesses/organizations neglect this vital building block.

While a product/service may seem to be the greatest ever….if there is no audience….the business has no reason to exist.

Knowing the audience is a first step in developing a business/marketing strategy. In our family business we were not high-end (though I tried that-without success) nor low-end. Our market (audience) was straight down the middle of the road….and we needed to listen consistently to what they were telling us.


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