Effective Customer Profiling

Ever heard the fateful phrase offered when asked the question ‘who is your customer? Who is your buyer?’ that ‘everyone’ is your customer? I often recoil inside when people tell me proudly that everyone is there customer like this is the magical response that means they have nailed their sales and marketing. I will fire back across the bow the question of ‘well, if everyone is your customer, then what does everyone look like?’