When we skip this step - identifying our ideal customer - we begin to feel frustrated, anxious, doubtful and unclear. A business that once was a great idea and exciting now is an albatross. It causes us more angst than joy.

In this episode, I share several reasons why identifying your ideal customer is imperative. (Hint: We're reminded of our purpose again.)

Plus, I discuss 3 misunderstandings that I often hear. For example, business owners resist determining an ideal client because they have more than one ideal customer. I address that issue and explain why that may be true and why it may not be.

If you haven't determined your ideal client, or it's been a while since you've revisited your notes, this episode is for you.