In her recently posted MasterClass on management, Vogue editor-in-chief Anna Wintour notes that one of designer Michael Kors’ greatest strengths is that “he understands absolutely who his customers are and responds to that with his creations.” To achieve something similar, she recommends setting up a mood or inspiration board in your back office, where you and your staff pin up visualizations of “who your customer is,” and other insights such as where you think she goes for holidays, where you think she might live, whether she is married or has children, and what kind of culture she is interested in. “All of this will feed into what you’re putting out there for the world to see and absorb and delight in,” Wintour says.
