⏳your best customers are not your average customers

Most customer research makes companies more average. I know that sounds harsh, but I think it’s true. Founders love asking questions like: who is our customer? What does she want? What does the average buyer look like? What does the survey say? What are the common objections? What do most people think? Then they build for the middle. The ‘average’. Middle price. Middle message. Middle product. Middle brand. Middle everything. And then everyone sits around wondering why the company feels...