Ten to One Hundred

Know Your Customer

When you first start a brand, you know your customer instinctively. You built the product for them, you spoke to them yourself, and often they were people just like you. But as the business grows, your customer base changes, and the picture in your head quietly falls out of date.
In this episode, Prasad and Michaela unpack one of the most common mistakes brands make on the way from $10M to $100M: losing touch with who their customer actually is. Prasad shares that every second or third brand he works with is surprised by who their customers turn out to be once they start asking.
The good news is that fixing it doesn’t take a big budget. Simple, low-cost tools like post-purchase surveys and on-site questions can tell you more about your customers than any dashboard, and shape everything from your ads to your product pages.

In this episode:

• Why the customer you started with isn’t the customer you have today
• How often brands misread their own customer base
• Simple ways to stay in touch with your customers
• Why customer insight should drive your marketing, not sit in a slide deck