In Marketing, everything begins with the customer. Customers can be individual consumers or businesses. You will need to distinguish your customers based on whether you are a business-to-consumer (B2C) or business-to-business (B2B) marketer. By defining the individual or business customer as precisely as possible, you are in a better position to develop relevant offerings that address their unique needs with the messaging that resonates with them.
However, most businesses are like Ray Kinsella, the Iowa farmer in the 1989 movie, “Field of Dreams”. Rather than take the time to find a customer need, then build a product/service to fulfill that need, businesses believe that “if we build it they will come”. It may be that this product- first focus is the reason less than 10% of new products succeed in the marketplace.