We tend to think of growth as getting more customers.
But there’s a quieter lever: getting the right customers to find you when they need you.

Here’s the catch—most of those people aren’t ready to buy right now. They’re in what I call the unseen majority: they’ve never heard of you, or they’ve heard your name once and promptly forgot it.

The reality of timing
In most industries, the pool of people currently shopping is tiny compared to the pool who will be ready in 3–18 months.
If you only market to the “now” buyers, you’re competing in a knife fight for attention. If you plant seeds with the “later” buyers, you’re building a harvest others can’t touch.

The compounding effect
Every clear article, talk, guide, or conversation you put out isn’t about today. It’s about positioning yourself as the name they remember when the problem becomes urgent.
The prospect who isn’t ready yet will never bookmark your site, but they will remember the one tip you shared that solved something small.

Practical moves

• Create “future content” — guides for people before they’re ready.
• Stay visible without being noisy — a monthly check-in, not a daily flood.
• Give away the first answer — earn trust before you earn revenue.
• Mark future dates — if a prospect says “maybe next quarter,” set a follow-up and actually follow up.

Why it works
When the timing finally lines up, they aren’t looking at a list of 20 vendors—they’re looking at you, because in their mind, you’ve been there all along.

Growth isn’t only about chasing. Sometimes, it’s about being findable when the right person finally turns around.

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