Step 0
The Lead Segment Junction
Who exactly are we building this strategy for?
Output
Selected Lead Segment with Customer Type classification
Activities
| # | Activity |
|---|---|
| 1 | Define the five boundaries: ONE company, ONE offer, ONE market category, ONE geography, ONE customer segment |
| 2 | Identify candidate segments and evaluate each on attractiveness, strategic fit, and advocacy potential |
| 3 | Select the Lead Segment — the single segment that will drive all subsequent strategic decisions |
| 4 | Classify the Lead Segment's Customer Type: Underserved Switcher, Legacy Anchor, Under-Optimized Power User, or Early Believer |
| 5 | Articulate the segment-specific Jobs To Be Done (functional job, desired outcome, emotional payoff, pain to avoid) |