What type of customer do you want?
“Those are not the kind of customers I want”
A close friend asserted this intention, as she was verbally mapping out details of her new business venture. I admire her conviction. She knows what she wants.
But what if it doesn't go to plan?
What if, despite all her efforts to reach a particular niche, she attracts an entirely different market? I'm sure, in that case, she wouldn't abandon ship. But the mistake one could potentially make in this situation would be to continue trying to cater only for your original “goal market”.
Of course, if you've somehow grabbed the attention of a different market, there’s likely an overlooked need that has these customers coming to you. How is this case? Was the business plan and market research complete? Maybe; maybe not. But this shouldn't mean a business leader overlooks the unexpected result entirely as these sales and customer relationships are valuable.
Rather, the question becomes, “how do I continue to act in accordance with my business goals and values, while trying to meet my unexpected market on their level?”