Marketing 3.0: From Products to Customers to the Human Spirit

by Philip Kotler

Studies by Erickson, Dychtwald, and Morrison reveal six segments of employees: 1. The low obligation and easy income segment is a group of employees who look for quick wins. 2. The flexible support segment is a group that goes with the flow because they do not see a job as a priority yet. 3. The risk and reward segment includes employees who see jobs as opportunities to challenge and excite themselves. 4. The individual expertise and team success segment seeks jobs that offer teamwork and collaboration. 5. The secure progress segment looks for a promising career path. 6. The expressive legacy segment looks for opportunities to create a lasting impact on the company.24 This segmentation is somewhat similar to the employee segmentation framework that McKinsey & Company developed.25 That study distinguished four types of employees. Go with a winner employees look for growth and achievement. Big risk big reward employees look for good compensation. Lifestyle employees seek flexibility. Finally, save the world employees seek opportunities to contribute to a great mission.