Perhaps the most difficult thing for many business managers to understand is that not everyone is a customer. Or, perhaps more pointedly, not everyone is a core customer to whom our marketing should be directed. Not only might we squander resources appealing to consumers who may never buy our product, but in an attempt to widen our brand’s allure, we may stray too far from the image that most appeals to our core consumers – those loyal fans who have made us successful in the first place. Brands that try to target everyone often fail to meaningfully engage with anyone. So when determining the target audience for our customers, we always begin by asking ourselves: “who isn't a customer? It helps us to better define and position our marketing and achieve successful results.