As organizations continue to find the best way to get products to consumers, sometimes the simplest solution offers the greatest results. Companies spend millions of dollars trying to understand their target market, sometimes with little success. But what about organizations who don't have lavish budgets for market research? On this episode, we're sitting down with the author of Road Map to Revenue: How to Sell the Way Your Customers Want to Buy Kristin Zhivago who shares what organizations get wrong when we assume our customer base identity and shares how we can begin to build a better relationship with our consumers.