It’s crucial to determine rightfully what’s the market you’re in and who’s the customer.

E.g. James had launched blue-blocking glasses and it was a great success. Then the time came to launch more products. Well, James had bought into the belief that he was selling glasses, not helping people with sleep problems. He had focused on the product, not the person. He needed to discover that he was a sleep company, not a glasses company.

-Ryan Daniel Moran, 12 Months to $1 Million, p.34