It always amazes me in romantic movies, when the boy and girl find each other across a crowded room. Or when Tom Hanks finds Meg Ryan atop the Empire State Building. In a city with 8.5 million people and another 3.5 million who visit the Empire State Building each year, these two strangers run into each other. And although they had never met, they were looking for each other. 

Now imagine if you and your customer could “bump” into each other at the right place, at the right time, in a crowded space. How well have you identified your ideal customer?


Knowing and understanding your customers is one of the most important things for your business, and unfortunately, it’s one of the most overlooked aspects of the company. When I meet with a potential client and ask them who their customer is, they tell me, “Everyone is my customer!” Ahhh, if only that were true. 

Whether you call it a Buyer Persona, Ideal Customer Avatar, or Perfect Customer when you are crystal clear about who they are, you spend less time and money trying to reach them. You show up where they are, and you speak their language. 

Imagine if I told you your perfect customer is a woman and she will be at Costco on a Saturday and she will be wearing a blue hat. I don’t know about your town, but where I live, Costco is a pretty crowded place on a Saturday. You don’t know where in the store they will be or what time they will be there. But you show up and fight the crowds of people stocking up on paper towels and tasting all the free samples. And there between the gallon drum of olive oil and the lifetime supply of brown rice is your ideal customer, wearing a blue hat. 

I gave you enough information to find your ideal customer in a crowded space:

Where: Costco

When: Saturday

Who: Woman in a blue hat

By knowing personal information, known as demographics, about your ideal customer, you were able to identify her. Do you understand this kind of information about your perfect customer? 

  • Is it a male or a female?
  • How old is he or she?
  • Where do they like to shop? What kind of hobbies do they have?
  • Where do they work?
  • Did they go to college?
  • What is their marital status? Do they have kids?
  • What keeps them up at night? What are their pain points?

Most businesses have between 3-5 Buyer Personas or Ideal Customer Avatars. These are fictional representations based on actual data of your target audience. To help you define your ICA, I’ve created a worksheet that will guide you through the process of getting to know your customers. For added clarity, I recommend talking to 5-10 people that fit this category. Ask them questions about their challenges and pain points. You’d be surprised by the information you will learn!