Mark Osborne, MBA, CEPA®Enterprise Value Revenue Systems for B2B founders who want to break through revenue roadblocks, Modern Revenue Strategies · Agent Evers - Mark Osborne's agentic tool for building Enterprise Value Revenue Systems for B2B companies from $2M to $20M

Avoid Business Pitfalls: Choosing the Right Customers

5 Mar 2024 · 1 min

Watch on YouTube

0:43

In this segment of the YouTube video, Mark Osborne, MBA, CEPA® references his book Are Your Leads Killing Your Business? to illustrate how pursuing the wrong type of customers can derail a company. He explains that customers who do not share the company’s product and buying vision tend to demand solutions that serve their immediate wants rather than the broader market need, pulling the business away from its competitive edge. Conversely, when a company attracts customers whose goals align with its vision, it can co‑create solutions, forming partnerships that enable mutual growth and keep the business ahead of competitors.

Chapters

We actually published a book last year called Are Your Leads Killing Your Business? Because when companies chase the wrong types of customers, they wind up with a customer who doesn't really believe in their vision, that doesn't want to co-create with them, that just wants you to, you know, sort of build what they want, not necessarily what the market wants. And that pulls you really further behind your competition and further behind where you can be. Whereas when you find those right customers that align with your product vision, your buying vision, what you think they should be getting out of the solution, that gives you that opportunity to co-create and to really create that partnership where both of you can grow together.