Mark Osborne explains the difference between creating demand and waiting for it. Most businesses focus on brand awareness instead of actively targeting their ideal customer profile to generate actual sales interest.
So what you need to do, we've found, is go after demand creation as well, which is kind of more— you can think about it more as like brand marketing, but it's a little bit different than that. It's not so much just putting your brand out there and getting brand awareness, which is important, but it's more actively targeting your ideal customer profile and putting yourself in front of them
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
