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Figure out who your company is actually built for

Most companies struggle to grow because they try to serve too many different types of customers at once.

This module helps you identify the customer segment your company is naturally best positioned to attract, serve, and grow with profitably.

It can be used on its own, or as part of the Growth Decisions Canvas — a system that helps growth companies make clearer, more profitable decisions.

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Example output

• Growth-minded founder/operator
• $2M–$20M company
• US-based, English-speaking
• Prioritizes profitability over vanity growth
• Needs strategic clarity and operational focus

See a filled canvas example

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Step 1: List and Evaluate All Customer Segments

Identify the customer segments that already appear in your business.

Reflection Questions

Instructions

Use the reflection questions to identify the different customer groups that already exist in your business.

Think in segments — not individual customers. Focus on patterns like industries, company sizes, business models, growth stages, or customer types that repeatedly appear.

Don’t worry about choosing the best segment yet. The goal is simply to identify the groups your company already serves or naturally attracts.

• Examples

Step 2 — Narrow down your customer segments

Evaluate which customer segment gives your company the best odds of winning.

[Move each segment through all three filters.]

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Profitable?

“Would we WANT more of these customers?”

[Paste-here ↓]

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→ Long-Term Potential?

“Will this relationship grow over time?”

[Paste-here ↓]

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→ Unique Fit?

“Are we naturally better at serving them?”

[Paste-here ↓]

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Instructions

Move each customer segment through the three filters and evaluate which group your company is best positioned to serve long term.

A strong Perfect Customer should:

• generate strong profit potential
• grow with you over time
• naturally align with your company’s strengths

By the end of this step, one customer segment should clearly stand out above the others.

Step 3 — Define your Perfect Customer

Turn your winning segment into a clear strategic customer profile.

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Selected Segment: Copy-paste the customer segment you selected in Step 2 below. Then open the toggle and refine the wording until it feels clear and specific. ↓

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Instructions

Take the customer segment that passed all three filters and describe the specific traits that make them the best fit for your company.

Focus on practical details your team can use to recognize, target, and align around this customer consistently.

Avoid trying to describe every possible detail. The goal is to create a clear strategic customer profile your company can intentionally build around.

• Examples

Step 4: Add your perfect customer to the Canvas

Pick the final version you want to use as your answer on the Growth Decisions Canvas.

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