Don't only settle for target customers; challenge yourself to look for some aspirational customers too. An aspirational customer not only loves what you do but also has the capacity to pay, and you love working with them. They also bring in new customers who trust their judgement too. An aspirational customer for a gym would be a fitness model. An aspirational customer for a branding agency would be a hugely respected brand. An aspirational customer for a business coach would be a fast‐growth tech company that regularly features in the media.
