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Most brands are recruiting against a customer they’ve never seen.
Noah has invested in hundreds of consumer brands and says most operate on guesswork about who buys from them. A team certain its buyers are urban graduates may well find its most loyal, highest-spending cohort is Midwestern moms once they actually start looking.
The cohort you can’t see is the one nobody built for.
One beauty brand doing hundreds of millions in sales had hundreds of thousands of healthcare workers in its base, buying one or two SKUs loyally. No segmentation, no creative, not one creator partnership pointed at them.
Better discovery won’t fix it.
The answer isn’t searching Instagram harder. It’s knowing which of the people already buying from you have an audience, and starting there.
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