The right type of customers

Years ago I had a conversation with an entrepreneur who managed a product design and product development studio. After I asked her how business was she started to complain how her customers didn’t understand product design, that are not clear about its value and on and on. It seemed to me that she was directing her marketing efforts towards people who didn’t believe what she believed. In her case it meant she first needed to sell the idea that design mattered to her prospect, before she could actually hope to make a sale.

I wonder what she’d achieve if she had focused her efforts more towards the kind of people who already understand the value of product design. I wonder what might have happened if she made correct assumptions about her customers and provided them with a brand story that satisfied a true need or desire. The sales cycle would be so much shorter and she’d have much more fun working with these kind of customers.