Cardi B fans everywhere know these lyrics: Got a bag and fixed my teeth, hope you hoes know it ain't cheap.
They're from "Bodak Yellow,” the rapper's breakout song. But they're also validation for Cardi's dentist, Catrise Austin, whose entrepreneurial ingenuity led her to fix those teeth.
Years ago, as a way to differentiate herself, Austin had the potentially absurd idea of becoming a "dentist to the stars." Then she did it, with a client list that also includes DJ Khaled, Busta Rhymes, Common, Toni Braxton, and A$AP Rocky. But...how?
Not every entrepreneur wants to (or should) chase celebrities. But every entrepreneur does need to land desirable customers. That's why Austin's story is instructive because, at the heart of it, she says, her tactics were driven by a relentless understanding of her ideal client.
This story is from the Startups Spring 2022 edition of Entrepreneur.
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This story is from the Startups Spring 2022 edition of Entrepreneur.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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