Who What & Why -- What Comes First?


“The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.” – Peter Drucker


Quick Summary:

1. Most fitness businesses focus on the wrong things.

2. It costs them valuable, time, energy and money.

3. There is only one question that a fitness business owner should ask themselves first. You'll find that out, and, how to answer it, when you read the article ;) 


I still remembered when I started Athletes Authority.

I asked questions like:

What should I call my business name? 

What should be the tag line?

What should we tell people we do?


Almost everyone starts with 'what.'


And when you start with what, you're wasting your time.

What you should really be starting with, is WHO.


Think of it this way. 

Imagine if you wanted to write a letter.

You grab a pen and a piece of paper, and start by writing 'Dear ...'.

But, then you're stuck.

Before you...

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