Article

Know Your Customers and How They Decide

Des Traynor · Intercom Free Intermediate

Traynor breaks down knowing your customer into two concrete questions, who they are and how they decide, instead of a vague persona exercise. Comes from a founder who spent a quarter of his week talking to customers directly, so the advice is grounded in practice rather than theory.

• Knowing your customer means understanding both who they are and how they make decisions
• Ask customers directly rather than debating internally about what they want
• Spending real time talking to customers is what makes segmentation accurate