To start a successful business, the most important thing you need is a solid understanding of the people you want to serve and how you’re going to serve them in a way that’s meaningfully different from your competition. This is a critical step that many entrepreneurs and businesses fail to define, which makes their marketing efforts ineffective and their products and services lack impact. When you do the legwork to define, know, and understand exactly who your ideal customer is and the pain point you’re going to solve for them (in a way that’s meaningfully different from your competition), you have a solid foundation for a business. Marketing, at that point, feels very easy and obvious. This clarity you’ve created quickly passes to the consumer who immediately understands what you do and who you do it for. This all results in one thing: conversions.