The Dream 100

The "Dream 100" is a marketing and sales strategy focused on identifying and relentlessly targeting your top 100 (or a similar number) ideal clients. It is one of the fastest and most effective ways to grow a business.

The Core Idea

In any market, there is a small number of best buyers who account for a disproportionately large share of the sales. Instead of marketing to everyone, the Dream 100 strategy focuses all of your efforts on this small, high-value group.

The Goal

The goal of the Dream 100 is to take your ideal clients on a journey:

1. "I've never heard of this company."
2. "What is this company I keep hearing about?"
3. "I think I've heard of that company."
4. "Yes, I've heard of that company."
5. "Yes, I do business with that company."

This is achieved through consistent, multi-channel marketing and sales efforts over a sustained period. The goal is to achieve Top-of-Mind Awareness.

Key Components

• Identify Your Dream Clients: Create a list of your ideal clients.
• Relentless and Consistent Marketing: Use a variety of channels to stay in front of your dream clients on a regular basis.
• Pigheaded Discipline: It takes "pigheaded discipline and determination" to stick with the Dream 100 strategy over the long term.

This strategy can be applied to both B2B and B2C businesses (see The Best-Neighborhood Strategy).