Who are your most valuable customers?

Strategic leaders are on a constant quest to know why their customers buy.

THINK ON IT: Who are your most valuable customers? 

Seems like a simple question, right?

They’re the ones who buy more of your stuff, more often.

Dictum factum.

But… might it go deeper than that?

Could it be that your most valuable customers aren’t just measured by how much you get from them — but by how much they get from you?

Because when they get more — more results, more clarity, more progress — they stay. They grow. They tell others.

So maybe the customers that most value you… are the customers you should value most.

This is at the heart of understanding your customer: discovering not just what they buy, but why.

Strategic leaders are on a constant quest to know why their customers buy — and how that decision reflects the real impact they’re making on the customer’s business.

Because when customers buy due to the difference you make — not just the product you offer — you become more than a vendor. You become distinctive. And distinctiveness isn’t just about standing out — it’s about standing for something that matters to your customers.

And distinctiveness wins. It earns trust. It builds momentum. It grows markets.

You may know your top customers. But if you don’t really know why they buy, you may find them becoming top customers for someone else — someone who does.

In a previous article, I laid out a roadmap for finding the why your customers buy. In the paid portion of this article below, I build on that with some suggestions on how take your customer understanding to a new level. (Become a Premium Member. Paid subscribers get access to over 100 tools and how-tos on implementing strategic topics, including a 7-part series to help leaders build their own strategic capacity.)

"When you create a customer, you create a relationship. When you create value, you create loyalty." — Unknown

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