So many companies claim to, but so many fail to really know their audience.

I couldn’t help smiling at this sign. It’s for the cafe at a local gym. A gym you have to pay a fortune to every month to be a member. A gym in the middle of a busy town. A gym full of time-poor, reasonably wealthy, hard working members.

Hand made baguettes take time to put together.

Your gym work out will use your complete lunch hour if you do it right – so how much sense does this offer and sign make?

I’d wager it adds another 10% minimum to daily takings as those time poor people resonate with the offer.

Have you immersed yourself in your customers’ lives? Have you really sketched out their buyer persona? If not, why not?