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Executive Summary: Chapter 3
Identify the Target Customer: Discovering the Authentic You
In the Marketing Plan for Life process, the target customer
section hones in on who the company is trying to reach with
its product or service. This customer profile deals not only
with demographics but also psychographics - namely, the true
meaning or authenticity behind the numbers. A company must
take great care in defining its true customer and needs to
know when "enough is enough," when attempting to extend their
brand beyond the initial core customer focus.
On a personal level, the target consumer you're trying to
reach is the real you - the authentic you. Not the you behind
the mask - but the you that is aligned with your true calling
and purpose. We need to be like archaeologists and dig deep
into our psyche to discover who we are and what would give
our life more meaning. In order to know who we are it is important
to know who we are not and what we need less of in our life.
Our lifestyle is chock-full of stuff, but more stuff doesn't
seem to make us happier. Shakespeare said it best in his play
Hamlet, "This above all, to thine own self be true." You can't
put the real you on the back burner. When we look in the mirror
we want to be able to say, "Now here's a person worthy of
my own respect."
III. Identify the Target Customer: Discovering the Authentic
You
- Exercise 1: The Authentic You
A. Describe the person you always wanted to become (A person
of high moral integrity who helps others in the community? A
good father and husband who provides for the well-being of his
family)
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B. Have you ever sold out the Real You by compromising yourself?
(Have you ever compromised yourself for a corner office or higher
paycheck?) ____________________________________________________________________
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C. What masks do you wear at work or at home that prevent people
from experiencing the Real You?
(The brave mask? The comical mask? The pity-poor-me mask?) ____________________________________________________________________
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D. Discovering your authentic self: In discovering the real
you, it is sometimes easier to articulate that which is clearly
not you.
On the chart below, list on the left those things that are not
clearly you. You can also list the times and places when you
feel least authentic. On the right side, list those things,
times and places where you feel like the real you, the you that
shines through.
Once you've completed this exercise you need to take those action
steps to close the gap between who you are, and who you were
meant to be.
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The authentic me |
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Write down the three things you need to have less of to make
your life fuller.
(For example, fewer e-mails, less distractions, less traffic,
less work)
1. _____________________________________________________
2. _____________________________________________________
3. _____________________________________________________
TIME TO REFLECT
Are you currently the person you were meant to be?
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