TBM 30/52: The Customer Profile Trap

We have ten companies. I ask marketing team A, "is there any way we can market to all of these customers using the SAME strategy?" I ask marketing team B, "which companies are similar?" They give it a go: Note the differences in their approach. Team A attempts to find a message that will resonate with all customers. Team B groups the customers without considering whether a single message will resonate. Team B doesn't try to solve the optimization problem (yet).

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