[image via] There is a misunderstanding around segmentation where the focus becomes the customer (or prospect) when it should actually be the job a product / service does for them. It is the Jobs to be Done that form the foundation of how to understand the market and not the demographic or psychographic profile. Segmentation creates understanding along a continuum that links purchasing behavior with the product you are building in a causal relationship. When you ask the right questions, it's obvious to see what needs to be done. Said Horace Dediu in a recent Critical Path# program: Turning our...