Are You Connecting All the Dots?

The big mistake here is that people use general segmentation variables. What you need to be doing is identifying how do people shop for whatever I'm selling? And are there big differences within my TAM with how people behave when they're buying my products? So if we continue with a footwear example, our total TAM, let's just say, is like all women in Canada. Within all these women in Canada, they're not all going to shop or think about shoes in the same way.