If you don't know who your customer is... how can you solve their problem?

Understanding your customer is the key piece of data you need before you can understand their problem, whether or not you can solve it, and how to communicate that you can solve it in a way that’s consistent with your brand personality and the desires of the customer.⁣

Once you’ve figured out who your customer is it’s important to gather key insights from them so that you can better understand how to position your business to solve their problems. You can do that using a few different reliable methods:

Interviews: You sit them down and learn what a day in their life looks like. Ask them what they think about your brand in a non-leading way.

Observations: You watch your customer from afar, ideally while they’re interacting with your brand in some way. This will give you raw insight of what they really think about the brand, or your product/service.

Surveys: You can send out surveys to gather valuable insights from your customers. Here you can also be specific with your questions. Example: “would you recommend our business to your friends.”

Once you figure out who your customer is and understand what their problems are... you're miles ahead of businesses who don't.