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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Segmentation And Motivation

Consumed => “Jack’s Blend – September 2010” by <b>Jack Groot on Specialty-Coffee.com</b>.

http://digitalmagazinetechnology.com/a/?KEY=specialtycoffeeretailer-10-09september#page=9

There a couple things Jack misses here:

1) I believe the word he’s looking for is not groups but segments or segmentation.

2) That said, it’s a major faux pas to define the market by what the business provides. The segments should be defined by the market, aka customer, aka The Guest. The different in what you write down might be subtle but it’s the perspective that’s very different.

3) Once the segments are defined, the next step is to try to define what motivates each segment. From there, define the message(s) that will speak to and spark that motivation.

Obviously, it’s important to communicate what you sell. But that communication can not happen unless the right people are listening.  In short, it’s not about you, it’s about them.

I’d like to add that in 2010 I continue to be  “fascinated” by magazines that believe the user experience for paper is the same as for the screen. The novelty isn’t novel, it’s annoying.

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