Beyond Segmentation: Social Facets
To segment is to divide something into parts, like segments of a grapefruit. Customer segments divide people by gender, income, location or geography.
But people are multi-dimensional. Instead of dividing people into segments, think of people as having facets.
Instead of a “soccer mom,” a person might be a mom, soccer parent, wife, daughter, sister, foodie, executive, cyclist, baseball fan and vegetarian.
These are not just interests; they are roles and identities.
These facets shape not just attitudes, but relationships. They are the places we find purpose and the places we are most likely to co-create with each other.
Customers are no longer just consumers; they’re co-creators. They aren’t just passive members of an audience; they are active members of a community. They want to be a part of something: to belong, to influence, to engage.
It’s not enough that they feel good about your purpose. They want it to be their purpose too. They don’t want to be at the other end of your for. They want to be right there with you. Purpose needs to be shared.
A Brand Orbit strategy generates brand gravity around Shared Purpose, which is the outcome that you and your customer are working toward together.
It’s more than the value proposition of what you deliver to them, or the mission of what you do for the world. It’s the journey that you are on with them. By having a shared purpose, the relationship shifts from consumer to co-creator.
Purpose To, For, With
Most leaders think of purpose as a Purpose FOR—what you do on behalf of your customers. But what is needed is a Purpose WITH.
The way to tell if you have a Shared Purpose is the T-Shirt Test. Look at your company mission or purpose statement.
- If it belongs on an advertisement more than a t-shirt, you have a Purpose TO.
- If it looks good on a t-shirt that’s meant for employees rather than customers, you have a Purpose FOR.
- If it is meant for anyone to wear, you have a Purpose WITH.