MKT.1:2 - Problem

“The customer” can name a legal organisation, the person doing the work, a purchaser, a payer or an access authority. Treating them as one actor can produce an attractive offer that nobody can use or obtain. Grouping customers by an easy-to-find attribute can conceal the difference that determines usefulness; dividing every person into a unique group can make a reusable offer impossible.

Qualify the difficulty and group cases only around differences that change a useful decision. Keep the grounds and limits of that grouping available when selecting customers, constructing an offer or revising the market hypothesis.