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Thirty thousand new consumer products hit store shelves each year. Ninety percent of them fail. Why? We're using misguided market-segmentation practices. For instance, we slice markets based on customer type and define the needs of representative customers in those segments. But actual human beings don't behave like statistically average customers. The consequences? We develop new and enhanced products that don't meet real people's needs. Here's a better way: Instead of trying to understand the "Typical" customer, find out what jobs people want to get done. A clear purpose brand acts as a two-sided compass: One side guides customers to the right products. The other guides your designers, marketers, and advertisers as they develop and market new and improved products.
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