I don’t know if you’ve noticed this, but most business owners that sell a complex product or service really struggle to vet down their target audience.

If you’re looking a way to really dial this in here’s little test that we call the doctor on the plane test. Now, if you jumped on a plane and you said, is there a doctor on the plane, the doctor puts up their hand and the Doctor of Philosophy does not put up their hand.

People who are doctor know who they are, they put up their hand. If you jumped on a plane and you said, Are there any purpose driven socially focused entrepreneurial leaders on the plane? People just kind of look at each other funny.

So does your target audience satisfied the doctor on the plane test? If you call out their name? Do they sit up and pay attention

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