The # 1 Customer Type

• Most companies have too many types of customers. Too many types of customers leads to complexity, lack of focus, and fragmentation of your message.

• We recommend you build your business around one primary type of customer. Using this model, you have one customer type and a potentially unlimited number of products and services.

• Focusing on one customer type simplifies your business, gives you greater focus, and allows you to communicate a single, unified message.