Before you sign off on the next marketing budget. Are you absolutely certain your dollars are going toward the buyers who actually move the needle?

In this episode of The Storyteller’s Edge, Ginger Zumaeta unpacks one of the most strategic calls you’ll ever make: choosing your true audience. She shows why some companies win (Canva) and others stall (Slack, JCPenney) not because of product quality, but because of audience clarity.

Here’s what you’ll learn:

→ The 3 questions that reveal your real core audience

→ Why the competitors your board obsesses over may not actually matter

→ How segmenting buyers makes your message sharper, not more complex

→ The “single narrative, multiple lenses” method to tailor messages without losing consistency

Here is a 4-question Audience Alignment Audit to run with your leadership team. Compare answers across marketing, sales, product, and finance:

1. What category are we trying to own?

2. Who do we really lose to?

3. Which audience delivers the highest ROI?

4. Where are we spreading too thin?

If the answers don’t line up, you don’t just have a messaging problem—you have a strategy problem.

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Connect with Ginger: LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@gingerzumaeta⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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