Most companies trust their “gut” when locking in their target market. After all, the larger the prospect pool, the bigger the sales growth, right?

Not so fast.

It’s not as simple as selling your products and services to anyone who will throw you a few Benjamins. To truly grow your business and keep customers coming back, you need to intimately know who your “radical buyer” is.

Most businesses choose their target customer based on self-perception of their brand, and then the marketing team goes after them. Your own perception of your brand, however, doesn’t always reflect what’s actually happening in the marketplace, leaving your business vulnerable to missed opportunities and growth.

Read Jonathan’s full article on Entrepreneur.