class 2 recap

1.) Customer need you’re seeking to fulfill → what are they using today → why would they change?

We must understand the behavior, how it’s currently operating, and why someone would change.

Choose target customer first.
Strategy about tradeoffs. Specificity at strategic level enables you to align your tactics. Sooner or later you will have to make tradeoffs so better to make them at the strategic level
Customer segment vs. persona: A general segment and a persona make it tangible. Segment brings those personas together under the umbrella of their need w/in that target segment. What’s that attribute? That’s ho wyou define the segment.
Inverse, always inverse: Who is NOT your target customer 020722

Always start w/ need-based vs. demographic-based!! Start w/ need then ask what kind of profiles would align to that. What am I using the flowers for.

As he led us through, he talked about use cases and then extrapolated up to value drivers

Then he mapped on attributes that would align w/ those value drivers by using a 1 to 5 scale
When you have high degrees of freedom, then you have a strategy issue and your segmentation is too heterogenous.
Then he took our internal mapping and compared it w/ the competitors to identify if we had any competitive advantages

Class 3