Observations: The Raw Facts About Who You Actually Are Every ideal-customer definition is derived from an honest accounting of who the company actually is — but "write down our strengths and weaknesses" is an impossible instruction. Nobody knows where to start, everyone rationalizes, and whether something even IS a strength depends on who's asking. So this method starts a level lower: raw observations, gathered through twelve detailed question categories, recorded vividly and specifically, and deliberately NOT judged. Classification comes later; this step gets the truth on the record. The men…