Peter Drucker taught that it is unethical (that's a strong word) for a business to spend any marketing dollars, any marketing time, or any marketing energy, on any other than its best clients. Which is why doing the work of developing your Best Client Genome is so important.
Identify the five clients who are the most profitable + the most fun, then find 17 observable characteristics they have in common. (Keith Early's 5BC all answer email after midnight.) This book gives you data, and questions, and inspiration.
