KNOW YOUR TARGET 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. (15:03 - 15:22) It's really understanding in all of those instances who is the ideal customer profile for the product that you're building. You're going to be able to delight the most, and they're going to be able to provide profitability to your business. Eric West