Identifying patterns of your #Segment (both formal & informal) has a tremendous role in business planning. Last few years, I connected with various start-up founders, mostly with great business ideas. Unfortunately, many of these start-ups never make it beyond a conceptual stage. One of the reasons can be the lack of familiarity with how consumers will use their product /service. The majority of effort goes into identifying the nuances of how to educate your customer.

The most compelling question to ask is what problem are you solving for your #segment?. I know this is a cliché; still, most fail to take into account these basics. Developing effective #segmentation #strategies and then modifying/improving/launching new offerings is of strategic importance.

In the book “Creativity, Inc.”, Ed Catmull offers the importance of understanding the nuisances of every aspect of your customer segment. He encouraged his creative teams to visit locations. To help build realism in their animation filmmaking. Asking them to slow down and look beyond what they think they already know. “You must”, he tells them, “go out and do research”. He implied not just research but to go beyond. Look, study and live what they were presenting.

E.g., several members of “Ratatouille’s” (One of my favourite movies) team went to France. They spent weeks dining in fabulous, Michelin-starred restaurants, studying their kitchens in action, and interviewing their chefs or bringing an ostrich to Pixar’s HQ.

Inspiring filmmakers to bring to life some of the extraordinary details we find in these movies. No doubt we felt we were in France dining in the French restaurants during the movie. The Giant bird in the “UP” movie felt familiar. During “finding Nemo”, filmmakers studied the live sewage treatment plant to determine if a fish can actually escape

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