Take time to understand the real buyer.

Viagra was the first company for erections.

They were doing great.

Making good money.

Their commercials showed expensive cars and red stilettos. They were targeting single men.

When their patent expired, Cialis used the same formula, but they spent a lot of money and six months on market research to find the right audience.

Their audience.

What they discovered changed everything: Their audience was couples. And most of the time, the decision was made by the woman, a woman who wanted more intimacy in the relationship.

So Cialis created commercials showing couples and promising intimacy and quality.

The result? They took a huge share of the market. At one point, Cialis was outselling Viagra globally. Not by changing the product, but by understanding the buyer better.

Take time to understand the real buyer.

Not only the one using the product (the consumer),

But also the one who makes the decision (the customer).