Okay, I know many people don't like the language of "customer." They think it is too much of a business term, a marketing or sales term. Don't let that get in your way. If you don't like that word, pick one of the following, or come up with your own:
- client,
- patient,
- student,
- target audience,
- mission field,
- fan base,
- receiver of services . . .
Here is the key point:
This is the group of people who will be interested in your mission, and more specifically, what you have to OFFER TO THEM.
Too often, we don't have clarity about our "target audience." We drift and collect and expand endlessly to accommodate many audiences... and as that happens, we lose our focus. Many churches especially have this problem, finding it hard to "say not" to all audiences.
I love this image (which is found here, check out the site with its great ideas) because it means there is a real focus on who your target audience is.
So, as you think about your mission, you have to do so in terms of your target audience. Who is it you want to help, change, add value, and make a difference?
Focus is needed.
Leadership ConneXtions, our mission is to resource under-resourced global leaders.
We have two essential audiences. There is that large group of under-resourced leaders out there and everywhere. But, to reach them, we have a more CORE audience. That audience is senior leaders who are developmentally minded and looking to be resourced so they can, in turn, develop other leaders.
So our "tag line" is leaders resourcing leaders. Or, "mentors equipping mentors." Or, "trainers empowering trainers." You get the sense of our core audience.
Who is your customer/audience?
Brian K. Rice
Leadership ConneXtions International
www.lci.typepad.com
