Here’s a word I bet you don’t use often when describing your customers:
Maybe you should though…
You see, people are rarely loyal to a single brand.
They swap and change between them.
Nike buyers also buy adidas.
BMW drivers also drive Volkswagen.
People eat Big Macs, and they also eat Whoppers.
So perhaps it’s best not to think of your customers as ‘your’ customers at all.
You don’t own them.
You share them with everyone else.