Dear Entrepreneur,

Most entrepreneurs don’t start with a plan. They may have a rough idea of where they want to go, but few have a full roadmap for how to get there. Still, entrepreneurs tell themselves and everyone around them they know exactly what they’re doing.

“We are right on track,” “Everything is going as planned,” and “We couldn’t be better,” are common phrases heard in the startup world. But it’s a lie. And you know what? It’s okay not to have a plan and for many, they may still find success.

To attain success as an entrepreneur, you must think about the ‘who’ and not the ‘how.’ Business plans force us to think about “how” we’ll get to our end goal. But it’s more effective early on to think about who you’re selling to. You may have a general idea of what a potential customer should look like but take it a step further.

Literally come up with a picture of what your ideal customer looks like. If you’re artistic you can sketch something out but a stock photo can also do the trick. Take the time to write down as much about your ideal customer as you can including their name, interests, wants, and needs.

Put the picture in as many places as possible so that you can consider them every time you make a business decision.

With love,