As a quick example, say I’m building some sort of high-end fitness gadget for busy professionals. It’s going to be expensive, so I figure they have to be high-income (finance professionals?), and it’s going to be digital, so I imagine they’ll be young (25-35?). And finance professionals live in big cities, so we’ll tack that on. So my customer segment is “finance professionals, age 25-35, living in a major city”, right? No! This is a totally worthless segment because it doesn’t help me make better decisions and doesn’t help me find them. On the other hand, if I slice it down further to the
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