Business Tip: Know which customers aren’t right for you. If you’re like me, when you first started your business, there was a tendency to mistakenly think every prospect is a potential customer. Over time though, you realize that a square peg in a round hole doesn’t yield a happy life. Identifying your ideal customers allows you to focus on serving the ones you have fully, which leads to appreciative customers and better word of mouth marketing . Marketing to everyone is marketing to no one. Knowing who your ideal customers are, and learning how to determine ideal from not ideal, will save you time, money and stress.