So here’s the thing. No matter what you’re making, be it art, drugs or breakfast cereal you can thing of your audience in terms of Customers and End Users. The simplest way of illustrating the difference is with nappies. The parents are the customers, but the babies are the end-users. So although your end users may vastly outnumber your customers – it’s the customers who are paying for what you do and its their needs and expectations that need to be met. Sure, the babies have to be comfortable and kept dry but beyond that its the parents that we need to keep onside.
Consultant - Arts, Culture and Creative Industries 