By Upendra Mishra
In a world where time is scarce and competition is endless, one idea still defines true marketing excellence: know the customer so well that the product fits them—and sells itself.
Yet many organizations continue to market the product instead of the person who uses it. They chase trends, push features, and guess at what customers need, instead of understanding them with clarity.
High-performing companies take a different path. They build an evidence-driven picture of who their customer is, what they value, why they buy, and how they decide.
This is precise marketing—where every message, touchpoint, and solution aligns with real customer motivations.
It means diagnosing problems before offering solutions. It means replacing assumptions with data. And it means designing products and services that match what customers already want.
When you operate with that level of understanding, you don’t push the product. The customer pulls it.
This approach reduces wasted effort, sharpens messaging, speeds decisions, and builds trust—because customers feel understood, not targeted.
“Know the customer precisely… and the right products sell themselves.”
(Upendra Mishra is the author of Precise Marketing: The Proven System for Growing Revenue in a Noisy World and Presodemt of The Mishra Group, a Boston-based marketing consultancy helping organizations drive sustainable growth through strategic clarity and customer-centric execution. He can be reached at Marketing@MishraGroup.com)
