Who exactly?

Who exactly is your ideal customer?

Was her mobile phone on her bedside table when she woke up this morning? Did she reach for it as soon as she opened her eyes? Or did she go for a run before sun up, then sip hot water and lemon as she scrolled through her Facebook feed? Did she catch the train to work, pack lunches before doing the school run, or head to the nearest cafe with nothing but her laptop and a full inbox.

How does she spend her weekends? Does she prefer the art gallery or a night club? What brings her joy? What does she put off doing until the very last minute? What does she care enough about to pay extra for? Where is she hoping life will take her?

Only once you have a sense of all of this, are you really ready to begin.

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