CHAPTER 12
Markets as layered systems.
Industry, segments, customers, personas, offer. Most strategy fractures where the layers haven't been made explicit.
PROMPT ONE
If you had to map your business across the five layers — industry, market segments, customer segments, buyer personas, offer — could you do it cleanly today, or have you been operating with implicit answers at the higher layers?
PROMPT TWO
How many customer segments do you actually believe you're serving — and if you stress-tested that number, would it survive an honest hour of mapping?
PROMPT THREE
If your co-founders or leadership team were each asked to describe your market segments separately, how aligned would the answers actually be?
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