So the famous dictum that says, “Find a need and fill it,” is inaccurate. It should say, “Find a perceived need and fill it.” Because if your customer doesn’t perceive he needs something, he doesn’t, even if he actually does. Get it? Those perceptions are at the heart of your customer’s decision-making process. And if you know his demographics, you can understand what those perceptions are, and then figure out what you must do to satisfy them and the expectations they produce. You can know your customer’s psychographic reality. Each demographic model has a specific set of perceptions that are
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