Chapter 2 Strategically Understanding a Company - The Product Book
The Product Podcast
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Using Pains and Goals to Segment Your Customers
Harvard business school professor clayton christinson has been working on a customers segmentation approach he calls jobs to be done, for over a decade. Using pains and goals instead of just demographic will help you segment your customers into useful personas. For example, the people who read and write reviews on yelp are customers, but the businesses these people review are also yelp's customers.
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