The best segment you serve is the one you never advertised for

Most firms describe one customer on their website and are quietly carried by another, and the gap usually shows up in delivery data long before it shows up in the accounts.

By Steve 5 min read
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Ask an owner to describe their ideal customer and you tend to get the answer that was written into the website three years ago. Ask instead which ten accounts they would take again tomorrow without hesitation, and the list is often different, different sector, different size, sometimes a different problem being solved altogether. The firm is marketing to one segment and being carried by another. This is not a failure of attention. It is what happens when positioning is set once, early, and demand is allowed to evolve on its…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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