Sunsets are great because of the variety and vividness of the colors they spark. It makes me grateful for my eyes and have empathy for those who are colorblind.
Yet in business, so many of us choose to run our businesses with just black and white vision. We see consumers as binary as customers or non-customers. Heavy users vs. light users. Too many executives see consumers just one-dimensionally.
That is why superconsumers are so important. They give you a 4K lens so you can see the opportunities in your category with maximum brightness and vivid clarity. Growing a business is much easier when you can see clearly.