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The process of discovering your core purpose and core customer, including how to conduct market research, how to identify your unique value proposition, and how to define your target audience.

The law of attraction. If you know who you're talking to, and why they're talking to you, you have won half the battle. 

Pre-work required: Complete Business Model Canvas

Learning segment: Build archetypes for core customers and classify them into one of the Yungian core types. Understand and align core customer needs with organisational WHY

Kitchen Cabinet: Report back on core customer profiles and strategy for communicating WHY

Outcomes: A renewed focus on the core business supported by a strong organisational culture built around the core purpose

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