He’s right (again) but not enough have ears to listen, here’s the link.
Yes, you get to choose them, not the other way around. You choose them with your pricing, your content, your promotion, your outreach and your product line.
When choosing, consider:
How much does this type of customer need you
How difficult is this sort of person to find…
and how difficult to reach
How valuable is a customer like this one…
and how demanding?
It’s not a matter of who can benefit from what you sell. It’s about choosing the customers you’d like to have.
The Incisal Edge 