3 critical issues

To know your purpose or that of your organisation it is important to know

  • Who you are.
  • What you are good at.
  • What you do.

I would argue however that there are three more important questions that need to be addressed:

  • Who are you serving?
  • What are they looking for?
  • How will they benefit?

The first three points while requiring a lot of thought are nowhere near as difficult to address and are arguably much less important than the three questions.

These three questions, for me highlight the importance of being and an approach to being customer focused. They highlight the fact that success is ultimately about addressing customer needs.

I would argue that when answered and answered well these provide a platform for great marketing planning. Given the attention depth of consideration and contemplation they deserve, the amount to a solid basis for personal and business success.

I would equally argue however that most people and most businesses focus far more attention on the first three issues that they do on these three critical questions. And, I would argue that there is no doubt that this limits their success.


  1. Know exactly who your customer is and what they are like
  2. Know exactly what you customer is looking for – even when they don’t know
  3. Know exactly how you are helping them get there and ensure they do too

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