Our final “Intro to Marketing” class in graduate school aimed to condense some of the most important insights from the class and apply it to our lives. To that end, our Professor re-shared a simple definition of segmentation – “Your ideal segment is one that loves what is good about you and doesn’t mind what is bad about you.”
He went on to explain that the quality of the most important choices we make – finding a spouse, a job, friends, managers – comes down to our ability to understand this truth.
This remains one of the more powerful insights I took away from studying marketing. We’ve all been in environments where we can bring 100% of ourselves. In such places and around such people, we’re appreciated for who we are and not dinged for who we are not. Being in environments that do the opposite can grate on a day-to-day basis.
The natural response to such environments (or people) is a feeling of inadequacy and a desire to change who we are. Roughly half the time, that feeling of inadequacy is well placed. We do need to change, to evolve, and to become better versions of ourselves. What got us here won’t get us there.
However, on the flipside, when this happens, it is also worth exploring if the environment and the people in it are our segment. Sometimes, it just means we need to do a bit more research and exploration to find the right segment.
PS: Applies to building products too.