If your marketing approach screams, “We sell the best streaming video service available!” you probably won’t connect with Bob. If all you can say is, “Look at the beautiful websites I’ve designed!” your success will ride on having the best sites and the lowest prices of any other service Jim has browsed. On the other hand, if your company is all about “bringing families together with convenient video access and state-of-the-art service features,” Bob is going to think, “These guys get it; they understand what I need.” If your vision as a designer speaks of “using creative web design to catapult small businesses,” Jim is already on the phone asking you for a quote.