by paulrchds on 5/18/23, 10:06 AM
TLDR:
In a blogpost on start-ups, branding expert Julie Supan provides advice on identifying high-expectation customers (HXCs). These are the most discerning individuals within a target demographic to whom a company's attributes most appeal. According to Supan, identifying target customers is critical for the success of a start-up, as it informs the company's long-term position and is the foundation of every decision made along the way. She advises against "generalities" and instead suggests launching products aimed at a specific target customer. Founders should select the customers they focus on and channel their emotions. The text also highlights the importance of regularly checking in with the HXC to calibrate insights against them, as market and customer expectations evolve over time.