Outcome-Driven Segmentation
Tony Ulwick
Aug 27, 2009
By Strategyn CEO Tony Ulwick
In the mid-1990’s, Ulwick recognized that needs-based segmentation didn’t work because there was no clear definition of what a need was. With the advent of ODI, Ulwick introduced outcome-based segmentation. Since that time, the idea of segmenting the market around the job the customer is trying to get done has been supported by academics such as Clayton Christensen and others. This historic whitepaper (with its original examples dating back to the mid-1990’s) sets the groundwork for the modern advancements made in the field of market segmentation.
