Assumptions are dangerous in business. Yet many business owners and marketers assume that they know their prospects. But what they may actually “know” are stereotypes or assumptions based on their own preconceived ideas rather than real research. The best investment you can make is to take a close look at your best customers, and learn as much as possible about what they do, their likes and dislikes and so on. Go where they go. Read what they read. Watch what they watch. Nothing will help you focus your marketing like spending time with your prospects.