As early as possible, we should all create the perfect customer "avatar", or as I refer to it, F. R. E. D. (Fears, Results, Emotions, Desires). Of course at the beginning you will be most likely saying yes to everyone, because we are eager to get our first clients, results and testimonials. But the more your start working with different kinds of people, more you realize that actually you DON'T want to work with everyone!