Adrian Slywotzky in Demand
talks about the Average Customer Myth.
“Demand creators know that
the “average customer”
is a myth.
They allow for variation.
They de-average by
finding efficient, cost-effective ways
to create product variations
that more perfectly match
the varying needs of
very different types of customers,
getting rid of overages
(things we don’t want)
and underages
(gaps we want filled).”
In 2000,
the average family in the U.S.
had 0.90 children under 18 years old.
Do you know of a family
with 0.90 children?
I hope not.
Averages don’t exist.
Don’t use an average
as your target customer.