Who Is Our Customer

Every mission serves someone, but many leadership teams struggle to clearly identify who sits at the center of their work.

The Tree of Mission Growth brings that focus back into view. Your primary customer is the one who receives the fruit of your mission—the cause your work is ultimately meant to nourish. When you know who you serve, your entire tree grows with intention.

Who is our primary customer? This foundational question …

• Grounds your strategy, just as roots anchor the tree

• Guides how you strengthen the daily operations

• Directs how you distribute nutrients – your resources – to support your mission

• Shapes how you grow healthy, nourishing mission‑aligned fruit to support your customer

Ask yourself and your leadership team …

Who receives the fruit of our mission?

Do all leaders understand what fruit to grow that nourishes the customer’s needs and aspirations?

How will we ensure our decisions keep our primary customer at the center of our mission?

• Define your primary customer in one clear sentence

• List the top three needs of your primary customer

• Share your insights with leadership and invite discussion

Clear understanding of your primary customer ensures that the fruit you grow is the fruit that matters.

To nourishing your customer well,

Wes Legg

Strategic Facilitator & Coach