This is Trend Following Radio, where great thinking comes alive.

Nobel Prize winners, legendary traders, bestselling authors, and the pros that know what drive us irrational human beings.

I am your host, Michael Covel, not filtered, raw, honest.

That's my passion.

My guest today is a legendary MIT-based expert on profits, pricing, and strategy.

His name is Jonathan Burns.

Decades at MIT has seen a lot in the Boston area.

Today we discuss a topic near and dear to me, should be near and dear to you.

If you have anything to do with business,

choose your customer, which happens to be the name of his new book. Because I got to tell you,

if we're going to compete against the lacks of the Googles, the Amazon's, the apples,

we don't have time to be everything to everyone.

We have to find our people.

We have to choose our people.

We want to be on the same page.

We want to have like-minded people that really want us and what we are giving them.

It's about finding the most profitable customers and focusing on them, give them what they want.

You've got to give them something the big tech giants can't give.

Without any further delay from me, let's jump right into my guest today, Jonathan Burns, and talk about choosing your customer.

As a fellow entrepreneur, since I put my first website up in 1996, I really

love the direction.

And look, there's all kinds of ways we could go in your world, in your career.

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