Here’s the real money quote from that article:
America is heading down the tubes, and these idiots will never understand why until they’re born into a situation in life identical to mine, and then get raised exactly as I was, and ultimately wind up with precisely the same family dynamic, education, and romantic prospects I’ve had. Listen, if you’re not willing to take the time to grow up in the same part of the country I did, in the same kind of home, as part of the same racial and religious groups, and with the same amounts of good and bad luck I’ve experienced over the years, then I’m sorry, but you’re always going to be wrong.
There’s actually a profound truth hidden in plain sight in that bit of near-perfect satire.
Can you list out your ideal client’s top 3 most important budget line items? Their most important strategic goal for their business? The thing their competition is doing that they fear the most? The mistakes from last year they are trying to avoid making again this year?
If you don’t have an ideal client, what about the actual clients you have? 🙂
If they’re too big of an organization for you to have visibility all the way to the C-suite, what about the department, division, or person you’re doing work for? Do you thoroughly understand their world?
If you don’t, is it because you’re guilty of living exclusively in your world at the expense of at least visiting your clients’ world?
Visits to your ideal client’s world can happen through research. I help you with that research in the Market Research Handbook in the Complete Bundle version of http://thepositioningmanual.com
Talk to you soon,