Segmentation

March 2018

How Things Catch On

By | 2018-03-11T19:23:07+00:00 March 11th, 2018|Contagion, Marketing, Segmentation, Strategy, Tools|

When something new appears on the scene, such as television, mobile phones, Google, or gluten-free cupcakes, not everyone rushes out to buy them at once. Some people jump in feet first, others hang-back a bit, and some finally give in. A perceptive chap, Everett Rogers, looked into how new ideas catch on and an interesting

Lessons from the ‘Mad’ Dentist of Brisbane.

By | 2018-03-02T22:59:49+00:00 March 2nd, 2018|Acquisition, Competition, Segmentation, Strategy, Tactics|

As slogans go 'mad' isn't the best for dentists. A manic dentist wielding a masonry drill above your open mouth doesn't inspire confidence! Fortunately, the 'mad' bit comes from the fact this one fired more than half his customers in a single day. You see, Dr. Paddi was miserable and his patients were to blame.

January 2018

Segmentation – A Powerful Thing

By | 2018-02-19T00:28:28+00:00 January 25th, 2018|Acquisition, Customer Discovery, Marketing, Segmentation|

When people say their product / service is for "everyone" what they're really saying is it's for "no one in particular". If you're Coca Cola that's fine, but assuming you're not there are massive gains to be made by being clear about who your customer really is. So figure out whose problem you have the