There is only one winning business strategy, according to marketing expert Philip Kotler: "To carefully define the target market and direct a superior offering to that target market.”
To address your target market effectively, you first need to know your organizational difference. What is the value proposition that separates you from the rest of the market? What do you do differently and better than everyone else?
By focusing on your difference, you will unearth opportunity to create sustained value to your clients and prospects. Be passionate about what differentiates you. Passion engages people.
Be specific, be bold, and then execute hard and communicate rigorously against that difference. Make sure your differentiator is not only embraced, but articulated and embodied by everyone in your organization.
Listen carefully to your target audience as you define and refine your difference. Your audience will guide you.
And remember that every action you take in your company should be with your target market, now and into the future, in mind.