By Mike Koenigs The number one reason most businesses never scale and ultimately fail is that they don’t understand who their perfect customer is. In other words, who they want to be a hero for. In this article, I’ll show you how we craft our “Hero Magnet” which leads to being able to craft extremely focused sales messages that rapidly convert prospects into buyers for products and services in the $10,000, $100,000, and even $1,000,000 or greater offers in just one or two conversations. Each of the bold headings represents a “non-negotiable mindset and value” that drives our company culture and client focus. Narrow and Deep vs Wide and Shallow I’ve worked with over 60,000 businesses over the course of my 30+ year career and it’s been my experience that most business owners don’t realize how incredibly important it is to focus on a narrow market before they scale. I …