Tourism is a notoriously temperamental industry, with political circumstances causing unexpected cancellations or sending customers looking for alternatives. A tour guide approached me, asking for help with his revenue stream. I asked him for his definition of an ‘ideal customer’. The answer was too brief to be useful. In other words, my client had lost his ability to identify which part of the market he was targeting. A new focus helped redirect his marketing, and he is now too busy to meet me.