[HOW-TO]
CHAPTER 13
Keep it real
“Many of the things we say to sound expert and dazzling actually distance our audience.”
—JOAN LEWIS, Global Consumer & Market Knowledge Officer, Procter & Gamble
IT’S WELL ESTABLISHED in the marketing world that if you design your product or service for everyone, what you end up doing is designing for no one. You create a mass of compromises that fails to please anyone. Therefore, the theory holds, you should pick a subset of your customer base to design your offerings around. If you choose well, you’ll have a group small enough that its needs are easy to identify and understand, but that represents the lion’s share of your growth potential. Called segmentation in industry speak, that’s the position P&G has ...
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