New Market Segmentation Strategy
Segment according to how people actually live their lives.
Why is a new product a gamble?
The way we’re taught to segment and target products is based on probability not solving a need.
How should we think about products?
Consumers want to “hire” a product to do a job. They don’t want a drill bit, they want a hole in something.
Job Designed Markets
Larger than category defined markets because it can appeal to a broader range.
brand of a product that is tightly associated with the job for which it is meant to do. Fed ex for example.
Role Of Advertising
Not to build brands, but to show what a brand is supposed to be used for.