The Importance of Segmentation in Marketing

The go-to method in consulting firms is you see the world or the market like you see a firm, right? So you look out through your matrix organization and you say, we have an automotive practice therefore one of our market segments is the automotive industry. And if anyone who's ever spent any time in the automotive industry knows it's not a monolithic, homogeneous industry. The recommendation for this minister, drop that, right? Stop stopping at the industry level and build sub segments inside these large buckets by slicing and dicing the larger segment,. finding some criteria.