Key Points:

• Customers are the key part of your business, as well as being an amazing resource to grow your business.
• They will tell you exactly what they want and need from your business - if you ask them.
• Are you your best customer? Challenge your assumptions by asking questions and deeply listening to the answers to see if you have scope to grow and evolve the business to meet your customers' needs.
• Understand what a need is vs a want - how do you gratify your customers and know what will drive their purchasing decisions.
• Understand what your niche is.
• Understand demographics in relation to your product or service: age, gender, race, class, education, location, and status. Work out who you are selling to and be as nuanced as possible.
• Get creative and have fun!