Is your biggest problem is obscurity?

When I moved to Melbourne, I was thrilled to be close enough to walk to my local shops. There is everything I need less than 5-minutes away by foot. I’ve never had this, not even as a child, coming from the burbs in Southside, Auckland, New Zild—other than the local fish & chippy, and dairy, that is.

There is an organic, rotisserie charcoal chicken place, which I’ve tried to go to four times recently, and they have been sold out — by 7 pm. I mean it’s a chicken joint, who has to shut early because they don’t have enough chicken? I keep trying to go earlier and earlier, to score a tasty bird. Other restaurants have no one in them, but the chicken place sells out. Why?

I think it comes down to the fact that they know what they do well. And they who they’re for.

No fancy chairs. Limited menu.
A product, made for a specific customer in mind, to solve a specific problem.

A mother or father can get a delicious, nutritious meal, as good as homemade, in an instant, for a price they can easily afford, to nourish the bodies, minds and souls of those they care about, without damaging the planet too much. They can feel like they’ve done their part, pronto.

It is much easier to create an awesome product when you know who you’re making it for. When you know everything about their needs, wants & desires. But living in the mind of a customer is easier said than done. Some of us get so attached to our solutions, to the problem we solve, to our business or service, or in our own heads thinking about ourselves, that we mistake our perspective for theirs.

We need to make sure we understand the problems they are trying to solve, from their perspective.

So, who exactly are you in business to serve?

If you’re not sure, my empathise workshop will help you answer that question. If you’re ready, book now, or if you need more deets, book a discovery call.




I help people unlearn stuff that isn’t workable and design behaviour which guides them towards fulfilment, freedom & flow.

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Kristy Bertenshaw

Kristy Bertenshaw

I help people unlearn stuff that isn’t workable and design behaviour which guides them towards fulfilment, freedom & flow.

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