July 20, 2009

Ideal Customers and Why I turn down so many potential clients!

I just turned down an opportunity to work with a new food company and several others this past week. Are you walking away from business that is unsuitable or not the right fit for your business?
It occurred to me that the majority of companies in the food business are not my ideal customer and do not meet the suitability test of working with my best talents and marketing insight. My target clients offer innovative new design and benefits for consumers and I can recognize that benefit and easily translate it into oppportunity for them and the world to see.
When someone approaches me with minor adjustment to the leading players in the market - they are often chasing imaginary markets with little chance of capitalizing on their efforts. But when it is monumental, revolutionary, and innovative for the category, consumer, and world - that is something that usually gets my attention.
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