Pillar · Target Customer

Target Customer: Why It Matters and How to Validate It

"Small businesses" is not a target customer. "The operations manager of a ten-person agency who just lost a client because a PM forgot a deadline" is.

The sharper your customer definition, the sharper every downstream decision. Positioning gets easier. Pricing gets easier. Distribution gets easier - because you know exactly where this person already spends time, who they trust, and what they read. The startups that struggle on this pillar are almost always the ones chasing "everyone" because they can't afford to choose.