Ryan Moran and Max Kerwick explain why most brands fail: they don't pick who they're selling to or bother learning about them. Without a clear target customer, you can't build a story, position them as the hero, or scale. Selling spatulas to everyone means selling to no one.
So where in the brand development process do people screw this up?
There are so many places. The first one is that they never get to know the customer. Right. And if you don't know your customer, you can't answer any of these questions. Right. You can't decide how you're gonna get your customer laid, how you're gonna make them a hero in the story, even figure out what that story is that they're trying to tell.
I'm gonna back up even one more and say, even know who you want your customer to be.
Exactly who.
Is it that you are targeting in.
The first place?
Because even if you, if you've got a product that's selling well and you're like, I have no idea who my customer is, but I'm gonna target this group. Yep, we can, we can save it and go in the right direction. Whereas. Whereas some people just never ask that question. They say, how do I sell more spatulas? And so they never have anything that they can scale.
Exactly. And I think that again, I see this way more in physical products and specifically in Amazon businesses than I've ever seen in any other industry. Because you can sell without ever knowing who's buy.
