2. Market Segmentation – Market Segmentation is Broken

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No matter how you look at it, it’s hard to argue that our market segmentation methods are working. New products are failing at the stunning rate of between 40-90% depending on the category. A primary reason is that product and customer based market segmentation models are improving products in ways that are irrelevant to their customers’ needs. A better way to think about market segmentation is to make jobs the fundamental unit of analysis. The purpose brands that emerge from this process create greater opportunities for differentiation, premium pricing and future growth

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