CHAPTER 5

Segmentation

The hardest thing when you think about focusing, right, you think, well, focusing is about saying “yes.” No. Focusing is about saying “no.” And, you’ve got to say “no, no, no.” And when you say “no,” you piss off people.

—Steve Jobs

Most economic fallacies derive from the tendency to assume that there is a fixed pie; that one party can gain only at the expense of another.

—Milton Friedman

I’ve started this chapter with two quotes from important business visionaries that may appear unrelated. Perhaps they even seem a little contradictory.

One of the most difficult tasks that startup entrepreneurs have—much harder than building a product—is effective market segmentation. That’s because market segmentation is about saying ...

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