By Nelson Semanu BOANDOH-KORKOR & Elizabeth BOANDOH-KORKOR
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” Jeff Bezos
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
When Jesus entered Jericho in Luke 19:1–10, He sought out someone the culture had dismissed: a tax collector named Zacchaeus. And that encounter wasn’t just a spiritual breakthrough; it was a brilliant demonstration of a marketing principle that still eludes most entrepreneurs: go after the overlooked customer. Zacchaeus was a chief tax collector. That’s not just a job title. It was a social scarlet letter. Tax collectors were viewed as traitors to their fellow Jews, working for the Roman Empire and often exploiting their own people for personal gain.
To put this into a modern frame: imagine someone with the reputation of a corrupt financier in a small town. No one dines with him. No one wants to be seen with him. He’s wealthy, but relationally bankrupt. And yet, he was curious about Jesus. The crowd was large and Zacchaeus, being short, couldn’t see over the masses. So he did something bold and unconventional—he climbed a sycamore tree. That small act of initiative set the stage for one of the most transformational moments in the Gospels.
Jesus noticed him; called him by name; and invited Himself to Zacchaeus’ house. That’s the heart of this strategy. While the crowd surrounded Jesus for attention, He looked for the one no one wanted. In marketing, the same principle applies. When your competitors are focused on the high-visibility crowd, there is a Zacchaeus in a tree—curious, seeking and ready for change.
Who are the overlooked customers today?
The modern marketplace is surprisingly narrow in its vision. Many companies build products and marketing campaigns for people who look, sound and spend the same. But there’s untapped potential in audiences who are:
- Underserved due to bias, geography or age.
- Misunderstood due to poor data or assumptions.
- Ignored because they don’t match the current “ideal customer profile”.
Seniors are one example. According to Pew Research, 75 percent of Americans aged 65 and older are now online—but most tech marketing still targets the under-40 demographic. This is a growing, affluent and engaged group that rarely sees itself represented in digital branding. Another group? The visually impaired. In 2021, a Nielsen report found that fewer than 10 percent of major websites met even basic accessibility standards, despite the fact that over 2.2 billion people worldwide have vision impairment. That’s not just a technical issue—it’s a marketing miss.
Businesses that take time to see what others overlook are poised for tremendous impact and reward.
The power of niche targeting
One of the most successful examples of targeting an overlooked audience comes from the eyewear industry. Warby Parker didn’t invent glasses—but they reimagined the experience of buying them. For decades, eyeglasses were sold in retail stores with little transparency and large mark-ups. The company began selling stylish glasses online with home try-on kits, targeting a demographic that felt underserved: cost-conscious, fashion-aware millennials and Gen Xers tired of inflated prices and boring options.
By identifying and solving a pain point that others ignored, they built a billion-dollar business. In a similar way, Jesus identified that Zacchaeus was more than a tax collector—he was a man in need of truth, purpose and belonging. Marketing, at its best, does the same: it looks past stereotypes and surface traits to discover deep human need.
Personalisation and the power of a name
Jesus didn’t just speak to Zacchaeus; He called him by name. That might seem small, but it carried enormous weight. In the early 2000s, Amazon became a leader in personalisation. They pioneered algorithm-based recommendations, making the shopping experience feel tailored. This wasn’t about vanity—it was about relevance. A 2020 study by Epsilon showed that 80 percent of consumers are more likely to purchase from a brand that offers personalised experiences.
The principle hasn’t changed. When you speak to someone personally, when you acknowledge their identity, their story, their name—you gain trust. Too many businesses rely on generic messaging. They speak to crowds instead of individuals. But if we want to follow the model of Jesus, we must look for the customer on the tree, call them by name and meet them where they are.
Reputational risk and redemption
There’s an uncomfortable truth here: Jesus risked His reputation by dining with Zacchaeus. The people grumbled, saying: “He has gone to be the guest of a sinner.” But Jesus didn’t flinch. Because His mission wasn’t popularity—it was transformation.
Companies face similar decisions. Consider when Dove launched its “Real Beauty” campaign in 2004. At a time when nearly every beauty brand featured airbrushed, ultra-thin models, Dove chose to highlight women of all shapes, sizes and backgrounds. It was risky. Critics scoffed. But customers responded with enthusiasm and loyalty. The campaign increased sales from US$2.5billion to over US$4 billion in three years.
Reaching overlooked audiences may ruffle feathers. It may not make every critic happy. But when it’s rooted in sincerity and service, it produces real results. Zacchaeus’ story didn’t end with Jesus’ visit—it ended with repentance. He pledged to repay those he had cheated and give half his wealth to the poor. The impact of that encounter extended beyond one man; it changed a community. Great marketing doesn’t just win sales—it inspires change.
Go where others won’t
Zacchaeus was on a tree because the crowd didn’t make room for him. And while others looked away, Jesus looked up. In business, going where others won’t is often the most fertile ground. One of Larry Burkett’s principles for Christian entrepreneurs was this: serve where the need is greatest, not where the attention is highest.
This is the story of Airbnb in its earliest days. Traditional hotels focused on travellers with big budgets and business accounts. Airbnb targeted those who wanted affordable, personal experiences—often ignored by larger players. By 2020, Airbnb was valued higher than Marriott and Hilton combined. There is immense value in seeing what others don’t—and having the faith to act on it.
Scarcity, urgency and the tree moment
Let’s not miss the urgency in Zacchaeus’ behaviour. He ran ahead and climbed a tree. That’s undignified behaviour for a rich man in ancient Israel. But it shows his hunger. He wasn’t passively curious—he was desperate for something more. That kind of buyer exists today, too. They’re overlooked not because they aren’t interested, but because they don’t look like the traditional prospect. Smart marketers learn to read the signs. They see the person in the tree and say, “Let’s go to their house”. Sometimes your best customer isn’t in the front row—they’re on the fringe. But if you’re willing to walk past the easy targets and look up, you’ll find them.
Emotional connection over demographic assumptions
Too often, we define audiences by age, income and geography. But people are more than data points. The story of Zacchaeus reminds us that emotional connection transcends demographics. Motivational author Jim Rohn once said: “Effective communication is 20 percent what you know and 80 percent how you feel about what you know.” Jesus communicated worth to Zacchaeus before Zacchaeus had changed anything. That emotional validation opened the door to repentance.
In marketing, we call that empathy-driven branding. It’s the approach Brene Brown brought into public consciousness and companies like Apple, Patagonia and REI have used effectively—making customers feel understood before they feel sold to. Don’t ask: “What does my ideal customer look like?” Ask: “What pain are they living with?” That’s where breakthrough happens.
Practical tips on how to target the ignored
Let’s bring this home with actionable strategies for modern marketers and business owners who want to seek the Zacchaeus in their market:
- Audit who you’re missing: Regularly analyse your customer data. Are certain demographics underrepresented? If so, why? Is it disinterest—or have you not spoken their language?
- Build inclusive messaging: Review your ads, including social media, website and content. Do they reflect the diversity of the people you serve? If not, it may be time to climb a tree yourself and get a new perspective.
- Use empathy-based surveys: Go beyond basic forms. Ask your audience how they feel, what they fear and what frustrates them. That’s how you learn to speak like Jesus—into the heart.
- Pilot small, serve big: Start with a micro-campaign targeting an overlooked segment. Listen closely, adjust quickly and scale impact as you earn trust.
- Celebrate stories of change: Just as Zacchaeus pledged restitution publicly, share the testimonials of transformed customers. Let your brand become a storyteller of redemption.
Marketing like the master
Jesus was not a merchant, but He was a master of message and mission. In Zacchaeus, He modelled what the best marketers must learn: go where others won’t, speak personally and never underestimate the value of the ignored. In teaching about financial evangelism, we tell people that business and ministry are not opposites. In fact, they were intertwined. Serving people well, seeing them through God’s eyes and stewarding opportunities faithfully is Kingdom work.
Zacchaeus didn’t expect to be seen that day. But Jesus saw him. And because of that, a man was saved, a household transformed and a town shaken. Your next breakthrough—financial or otherwise—may come not from shouting louder, but from looking higher. Find your Zacchaeus. Speak to him by name. Go to his house. And watch what God does next.
>>>Nelson Semanu Boandoh-Korkor: Nelson is a respected author, publishing consultant and Christian business coach. He is passionate about financial evangelism and is also a forex trader, cryptocurrency investor and metaverse enthusiast. Elizabeth Boandoh-Korkor (CA): Elizabeth is a highly accomplished Chartered Accountant with nearly two decades of experience in financial management consulting. She has worked extensively in both the non-profit and banking sectors. You can reach out to them at +233549762233 or [email protected]
