Segmentation has always been a key part of marketing. Sorting customers into appropriate segments allows business and marketing types to filter ideas, glean intelligence, set prices, and decide what to offer and what to toss.
Segmentation also allows successful companies to produce just the right thing to address the needs of different slices of the market.
Affinity!
Affinity! That illusive icon in the distance that every company wants to attain. When you have it, you’re golden. When you don’t, everything’s a struggle. It’s that tight grouping and …
Affinity is Different From Love
Affinity is described by Merriam-Webster as 1.) an attraction to or liking for something, and 2.) likeness based on relationship or causal connection.
Customers may like many different companies, but when it comes to affinity, there are few firms that make the grade. So what is it, this word affinity, and how is it different from love?
Separating “How” from “What:” An open letter to the tech industry
One of the advantages of working as a consultant is that you get to look at the big picture across corporations. You can see trends and common themes that might not be obvious to somebody working in a single company.
One of the themes that’s become very clear lately is our industry’s difficulty telling the difference between “how” and “what” when designing products.
Separating "How" from "What:" An open letter to the tech industry
One of the advantages of working as a consultant is that you get to look at the big picture across corporations. You can see trends and common themes that might not be obvious to somebody working in a single company.
One of the themes that’s become very clear lately is our industry’s difficulty telling the difference between “how” and “what” when designing products.
Consumers to Corporations: Where's My Experience?
With a print job deadline looming, I Googled on Kinko’s, figuring I’d get their number and call before I went over. Clicking again for more information, I was faced with the FedEx landing page. Suddenly, my services and solution were reduced to 8-point type–the most subsidiary of subsidiaries–and the services I wanted were nowhere to be found.
Consumers to Corporations: Where’s My Experience?
With a print job deadline looming, I Googled on Kinko’s, figuring I’d get their number and call before I went over. Clicking again for more information, I was faced with the FedEx landing page. Suddenly, my services and solution were reduced to 8-point type–the most subsidiary of subsidiaries–and the services I wanted were nowhere to be found.
We think we know… but we don’t
Product Managers and Marketing people often think we know our customers and what they want from us. But let me challenge that thinking. If we knew more about our customers …
We think we know… but we don't
Product Managers and Marketing people often think we know our customers and what they want from us. But let me challenge that thinking. If we knew more about our customers …
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