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it's not about what our product and service is it's not about the features that we provide it's more about who our audience and consumers are so many business owners reach out to me and say i'm not a sales expert how do i get past my fear of sales or public speaking and how do i overcome this now obsess about your consumer guys i 100 hand on heart believe and know that the entrepreneur that is most connected to their audience is the entrepreneur that is most effective in the long run now what do i mean by that exactly this i was having a conversation with tony nash the ceo and founder of booktopia for those of you guys that don't know tony he started booktopia back in 2004 on a 10 budget and has built it now to generating over 215 million dollars in annualized revenue and the one thing he was saying instead of over the last 17 years the one question i ask myself and our team remains the same it's what do my customers want he said a lot of my effectiveness in managing and leading my team a lot of our effectiveness in doing sales a lot of our effectiveness and connecting with our audience and selling them something that they generally need has stemmed from that one question so when you take the time and when you truly obsess about who your audience is who your consumers are what they need how they want it where they're living where they're coming from there's so many different sales channels and avenues that are coming into business owners welds right now so we need to deep dive and take a step back and understand that it's not about us it's not about what our product and service is it's not about the features that we provide it's more about who our audience and consumers are and when we truly are connected to the hip with our audience we can be more effective we can do sales more effectively we understand what their away and towards motivators are we understand what their fears what their wants what their needs what their goals and ambitions are and what we can do is create an eloquent buyer's journey that helps them buy what they need to enrich and add value to their lives also another reason why this is important is blockbuster another reason why this is important is the taxi industry our ability to stay connected with our consumers doesn't just directly impact how well we can sell to them but it also impacts how we pivot it also impacts how we innovate it trickles through in everything that we do so principle number four is obsess about your consumer [Music] [Applause] you