GOING AFTER THE RIGHT KIND OF CUSTOMER | THE COGNITIVE MARKETER #business #entrepreneur #marketing
In this segment, the speaker argues that a business must achieve objective superiority on dimensions that matter to buyers, because no company can be the best at everything. Therefore, firms should strategically select the buyer profile that offers the greatest upside—typically customers who are highly profitable, have long retention periods, and generate strong word‑of‑mouth. The speaker outlines three strategic levers for capturing this ideal segment: (1) increase the tangible value of the product along dimensions the buyer values, (2) reduce costs without harming the customer experience, or (3) pursue a combination of both approaches.
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