Everything in business starts with understanding your perfect customer. Yawn. I know...how many times have you heard this? And it's hella frustrating as a business owner because as soon as you think you figured it out - oh that's right, it's HER I'm going after - it changes.  And you have to start over understanding a NEW ideal customer. I swear my team and I do a new Buyer Persona exercise every 3 months. Most entrepreneurs get excited about and want to talk incessantly about how cool their product is. Look what the product can do! Look how cool and useful it is! Check out this amazing thing I created. Who wants to buy it? That's typically what entrepreneurs do. We have an itch we need to scratch so we create a business around it. We create  something to sell and then we go look for people to buy it.  Which is totally backwards.  This episode walks you through deciding who you actually want to serve (yes, you get to choose) and creating a product around THEM and their wants & desires.  Enjoy! Jane

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