I was sure I’ve ranted about this before, but after noticing the sign below again the other day I was motivated to get the keyboard out!

This is the advertising spiel that’s rolled out on posters and petrol pumps but loads of media agencies when they haven’t got anyone to advertise in their space… and it drives me nuts!

Do your clients look at a poster in Tesco? Or at the petrol pumps in Esso?

Well, maybe.

But, it depends.

Not if they’re more likely to shop in Aldi and get their petrol from a supermarket forecourt.

A leading entrepreneur and UX expert puts it better than me…

“Your customers are not you. They don’t look like you, they don’t think like you, they don’t do the things that you do, they don’t share your expectations, assumptions, and aspirations. If they did, they wouldn’t be your customers; they’d be your competitors”

Mike Kuniavsky

The point is, that you are not your customer. It’s a mantra that we’ve been chanting for years and why the first step of any project of ours is to try and figure out just who is the customer of each of our clients. Only then can you really work out how to engage with them.