In this episode I do a dive deep with my guest, Marc Borrelli, into the critical importance of understanding a business's core customer. We explore how accurately identifying and comprehending the core customer is not just about demographics or market segmentation, but about genuinely understanding their needs, wants, and pain points. This understanding is pivotal for devising a successful business strategy and creating a unique market differentiation which contributes to a company that can thrive without you, giving you more options for your 4th quarter. The conversation further dives into the common pitfalls companies face when they fail to identify their core customer, leading to short-term tactical decisions rather than a cohesive, long-term vision.Equally helpful is for the listener who has exited their business to pursue another venture. Knowing your core customer is important to saving time so you can get up and running quicker with success.Marc Borrelli, CFA, is a recognized Strategic Advisor and Leadership Growth Coach, propelling CEOs and Executive Teams worldwide toward uncharted growth and success. With a specialized approach encompassing Gravitas’ 7 Attributes of Sustainable Growth, Marc’s coaching methodology fosters dynamic organizational transformations, driving sustainable growth and impactful leadership. Serving as an invaluable catalyst for companies with revenues ranging between $5MM and $50MM, Marc specializes in a) Crafting compelling strategies, nurturing organizational culture, and embedding mission and purpose at enterprises' core; b) Refining the Growth Platform, pinpointing its essence to unleash unprecedented growth trajectories; and c) Devising meticulous execution actions and scalable strategies to increase profitability and cash flow. Marc’s professional journey is adorned with over 30 years of unrivaled experience in strategic planning and mergers and acquisitions, with an impressive portfolio of over 100 closed transactions valued at $3 billion. His proficiency in navigating complex, cross-border, multi-party transactions across continents sets him apart in the market. Currently, Marc contributes his expertise to the boards of the US Strategic Capital Alternative Income Fund, Joe Tools, Inc., and two Technology Associations of Georgia’s Societies, amplifying strategic visions with his innovative approach.You can find Marc here:https://www.linkedin.com/in/business-coach-atlanta/https://marcborrelli.com/To learn more, visit:www.servingstrong.comListen to more episodes on Mission Matters:www.missionmatters.com/author/scott-couchenour