There’s nothing better than working with people who truly value your work—and nothing more frustrating than dealing with those who don’t. The truth? You’re not for everyone, and that’s a good thing.

When you embrace what makes your work unique, you attract the right people—the ones who appreciate your craft, respect your pricing, and spread the word to others like them. That’s how you build a sustainable, thriving business.

So, let’s stop chasing the wrong audience and focus on the people who get it. Your time, energy, and livelihood are too important to waste.

To help, we’ve created a simple exercise to clarify and prioritize your ideal customer. Take a few minutes to fill it out—you might be surprised by what you discover.

Fill in the blanks and refine your focus:

1. My work/product is for people who believe ______.
2. My work/product is not for people who believe ______.
3. Others who do what I do focus on ____, but my approach is different because _____.
4. I want to serve people who appreciate _______.
5. Those who misunderstand my work/product think _______.
6. Those who value my work do so because ________.
7. I want my customers to feel _______.
8. My favorite customer to serve has been _______ because _______.
9. I don’t want to serve people who don’t care about _____.
10. I’ve found my best customers ________.

Have fun with it—and most importantly, use it to guide where you put your energy. The right people are out there. Make it easy for them to find you.