What’s your most important marketing decision?

The single most important decision you make as a business is who you want for your customers.

Who your target market is going to be.

One of my favorite marketing authors liked to fancily call this “customer selection.”

The reason this is  the most important decision you’ll make (and continually make) is because your every action thereafter will be about how to use your limited resources to provide value to those customers, for which you will receive value in return.

The best customers equal the best returns.

It is a huge investment, so make that investment decision wisely.