AskJaycee#14: Build a Business Based on Your or Customers’ Personality?

AskJaycee #14: Build a Business Based on Your or Customers' Personality?

Should you build a business based on your personality or your customers’ collective behavior?

There’s no objective answer to this question. The answer is always subjective. It depends on whom you ask. Since you’ve asked me, I’ll answer this based on my subjectivity.

Person A believes in “finding your customers”.

Person B believes in “letting your customers find you”.

Person A shows signs that he is yet to identify whom he wants to serve, how he wants to help, what he wants to serve, why he wants to serve, and when he wants to serve.

On the other hand, Person B has figured everything out already as far as those 4 Ws and 1 H are concerned.

Person A goes with the tide of his customers’ wavelength based on how they want to be served, when they want to be served, what they should be served with, why they should be served that way, and who should serve them. He lets his customers dictate how he should run his business. He wants to please everyone.

Meanwhile, Person B does business based on his personality. He believes that he can serve to the highest level if what he does for and with his customers is something that he completely believes without reservations. He incorporates one of the rules of Thesis 101 in his business acumen: always have a scope and limitation. He consciously does not desire to please everyone.

When Person A writes his sales copies, you can feel, through his words, that he is willing to bend over backward to turn every reader into a customer.

When Person B writes sales copies, he uses neurolinguistic programming to build an invisible filter with two functionalities. The first functionality lets his ideal customers crave to learn and read more of what he has to offer. The second functionality is it makes his non-ideal customers think that they have to shop elsewhere.

Person A inclusively wants to gravitate toward everyone.

Person B exclusively wants his ideal customers to gravitate toward him.

I am person B. When the rubber meets the road, I know where I want to go, when I want to go, how far I want to go, why I want to go, and whom I want to bring along in my journey. Even if you have the money to pay for your seat, if I don’t like you, you can’t come with me.

So, should you build a business based on your personality or your customers’ collective behavior?

The answer is always subjective. It depends on how you’re wired. Whichever you choose, it doesn’t make the other one better than the other. If you want to be both, it’s up to you.

As far as my take is concerned, I run all of my businesses based on my personality. Does it make a sustainable business? My longest-running company has been in the business since 2001. The revenue has significantly increased even during this time of the COVID-19 pandemic.

At the end of the day, what’s important is that you deliver what you say you’ll deliver, and you exceed expectations when possible.

Jaycee De Guzman

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