Updated: Mar 7, 2019
Credit by Graham Robertson
Most workshops I run, I ask "On a scale of 10, how well do you know your consumer?" Usually the answers are lower than even the leaders wish.
I then ask "Is there a secret second source of revenue I don't know about?" A brand only has one source of revenue, not the products you sell but the consumers who buy them.
This all started because I'd ask leaders if they treat their best consumers better than they treat all others. I kept hearing "we don't know our best consumers" or "we might even treat them worse." I've decided to quantify what it means to know your consumer. Give yourself a point for each of the ten points on my consumer intimacy test. Be honest. If you score under 8, you should be worried.
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