If you're not thinking segments, you're not thinking. To think segments means you have to think
about what drives customers, customer groups, and the choices that are or might be available
to them. To think segments means to think beyond what's obviously out there to see. If
everybody sees segments as obviously consisting of certain demographics, industries, user
groups, buying practices, certain influencing groups, and the like, then the thinking that gives
real power is thinking that transcends the ordinary…