The ability to accurately define your precise market or markets dramatically affects your profitability.

No one can be everything to everybody. Success comes from identifying who your customers are, what their problems are, and why they buy from you.

Use customer questionnaires to focus your efforts on your most profitable customers and prospects. First, find out what your most profitable customers want and like. Then, communicate your strengths to an ever-expanding universe of prospects, using the Guerrilla Marketing tools that attracted your original customers.

Change is inevitable. Repeat your customer questionnaire every two to three years.