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Customer value is not a property of your product, but a perception in the minds of your customers. The root cause for many failures in product development and marketing is, therefore, a too broad or unclear definition of the customer. It will inevitably lead to high demands for product adaptation that will harm customer value and profitability.


This chapter shows how to create a clear and unambiguous customer focus by segmenting the market and using Personas.


A total of 49 infographics in PDF-format.

Step 1 Refine customer segments and Personas

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