General buyers or avid collectors? Normal users or PC Master Elites? Internal to the business or outside influences? Who is your customer? Most organizations would argue that "anyone and everyone" could be a potential customer, including you (wherever you are in the company you work for). The problem is that "anyone and everyone" may not be the particular customer you wish to cater.

For example, let's say you make small flower pots by hand. You create a product that anyone and everyone can appreciate. Now, what happens if a multi-national organization decides that every one of their employees must have your fabulous flower pots on each and every desk...in three days. I'm sure its a great problem to have, but in the short term this is not a customer you would want to satisfy immediately.