You need to be really certain who your customer is for every area of your business

Without that clarity you might get confused about who you are really making a product for

For example take email newsletters you might think if you subscribe to one you are the customer

But in actual fact the customer is the advertisers who place ad’s within that newsletter

So the newsletter creator is ultimately focusing on making their customers happy and secondary to that thinking about their consumers (the readers)

So get clear about who your customer is (hint it might be different than the consumer of your product)

Once you’ve done that you need to figure out how to best serve them, whilst keeping your consumers happy

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