« Trust is the New Transparency | Main | Inch by Inch: a Lesson in Branding »


TrackBack URL for this entry:

Listed below are links to weblogs that reference Typical Customers Don't Exist:


@brindey - thanks for stopping by.

@Pat - we have too much data and too little understanding of how to use it and validate if it's the right kind of data in the first place. I agree with making decisions early on. In a way, the ease with which we can collect data has made us lazy on planning.


Great post - I especially liked this statement:

"...invest time and attention in capturing the data and doing something with it (the doing part is especially important)."

Too many companies are capturing data without understanding why. Instead the go sifting through data in search of gold - and the end result is analysis paralysis. You have to define the rules of the game up front - what question do you want to answer? What information is needed to develop your answer? What sources are acceptable for gathering that information?

Without this upfront work, you lack focus and invite waste.

Haha. Thanks, Valeria!

The comments to this entry are closed.


Enter your email address:

Delivered by FeedBurner

Search Content

Advisory Boards

As seen on


Marketing that makes business sense


Book Reviews

Comment Policy and Social Guidelines

  • This is my blog and not a public space. Critical discourse is welcomed. However, inappropriate comments will be deleted. See my social guidelines for reference.


  • The opinions blogged herein represent only those of Valeria Maltoni and do not reflect those of her employer, persons or companies mentioned herein, or anyone else.

© Valeria Maltoni

  • This work is protected by copyright. It may be quoted and excerpted. Beyond a sentence or two, you should ask for permission before publication.

  • Conversation AgentTM

  • © 2006-2015 Valeria Maltoni.