Audience Segmentation How to identify what makes a great client so fulfilling to work with. My own clients, colleagues and students know that at the beginning of the Clarity Brand Design process I conduct an exercise I call Finding Your Sally. Sally is a real-life client and friend of mine whom I've served and worked with for more than 12 years in three different organizations. I worked with her just this week. I hold her up as an example of what I call a "Best Fit Client". Put simply, if all of my clients fit as well with me as she does, then I know I am making meaningful contributions, and I am a very happy camper. Just today a colleague and I were celebrating how fondly we both feel about a client we serve together. I said to him: "One of the things that I appreciate most about my work today is that I care deeply about all of my clients". Benek Lisefski is thinking similar thoughts. He's done a great job of distilling what makes a great client. If you find yourself approaching your days with a sense of dissatisfaction, this is a pretty good place to look for some of the reasons. Article: Forget Nightmare Clients — This is What Dream Clients Look Like