Most companies segment their markets by demographics, firmographics, attitudes, or use cases. The result is a tidy classification scheme that tells you who to email, but can’t tell you what to build.
The problem is structural. When an underserved population and an overserved population get averaged together, the market looks appropriately served — and the growth opportunity disappears entirely. Traditional segmentation doesn’t miss segments by accident. It misses them by design.
In this session, Strategyn walks through Outcome-Based Segmentation — the step in the Outcome-Driven Innovation® process that groups customers by their actual unmet needs, not proxies for them. You’ll see how the method works, how to read the resulting opportunity data, and how each segment type maps directly to a distinct innovation strategy.
The segments your competitors haven’t found yet are already in your market. This session shows you how to find them first.
