Whatever your line of business, there’s one reality that hits pretty quickly: You’re not as in control of your success as you thought you would be. That responsibility falls squarely in the lap of your customers.

It sounds pretty elemental, but whether you’re trying to grow your business or just get it off the ground, you need your customers to be on board. And to do that, you need an offer that really speaks to them. That means reaching them with a brand promise they can truly connect with.

So if you want business growth, speak to your customers. Scratching the surface on understanding your ideal customers in this episode.