A plan for a video game that helps autistic children starts with the story of a specific child and his parents.
A pitch for a new medical technology starts with two aging baby boomers.
For example, divide a population by age and gender, and you have a classic demographic segmentation.
This is obviously useful for businesses related to clothes and shoes, for instance.
The problem with all of these terms is that they are buzzwords.
I prefer to talk about the potential market and current market share and to make the potential market the available whole market.
And ultimately, in terms of information to use for running a business, dividing businesses into size categories based on numbers of employees is just as useful as dividing them into size categories based on total revenue.
Few marketing concepts are more powerful than segmentation, which is about dividing a market into meaningful pieces.
One survey of small business owners concluded that social media is important to less than a third of them; another survey proves social media is vital to more than two-thirds.
The difference is how the survey was designed, who was contacted, and how.