He lays out the following sequence:
- Who are your customers? → Who are they currently using to serve their need? → What’s that value proposition and why do you provide it better than the alternatives?
- Target customer are a segment and can contain multiple personas that share a commonality for why they buy our product
- Then for your marketing approach, you have to start w/ a goal. That goal should be anchored in a
If you have a strategic problem and/or a wrong customer, then a tactic won’t change that
Unit bias: we’re more sensitive to price than changes in quantity
- Commercial buyers would break from this
What you prioritize in your value proposition will influence your tactics.