customer - she?

Focus your energy on the key choices that influence revenue decision makers—that is, customers. They will decide to spend their money with your company if your value proposition is superior to competitors’. Two choices determine success: the where-to-play decision (which specific customers to target) and the how-to-win decision (how to create a compelling value proposition for those customers). If a customer is not in the segment or area where the company chooses to play, she probably won’t even become aware of the availability and nature of its offering. If the company does connect with that customer, the how-to-win choice will determine whether she will find the offering’s targeted value equation compelling.