{"id":13605,"date":"2013-10-03T13:00:48","date_gmt":"2013-10-03T17:00:48","guid":{"rendered":"https:\/\/smarttan.com\/news\/?p=13605"},"modified":"2013-10-03T11:04:51","modified_gmt":"2013-10-03T15:04:51","slug":"segment-non-customers-to-inspire-innovation","status":"publish","type":"post","link":"https:\/\/news.smarttan.com\/index.php\/segment-non-customers-to-inspire-innovation\/","title":{"rendered":"Segment Non-Customers to Inspire Innovation"},"content":{"rendered":"<p>You likely segment your current customers into groups for marketing and other purposes, but a recent Harvard Business Review blog post explains why also segmenting <i>non-customers <\/i>will help you innovate.\u00a0 According to \u201cImplementing Innovation: Segment Your\u00a0Non-Customers\u201d the key to advancement is understanding why hypothetical people are not already customers. The post says that most non-customers fall into these categories.<\/p>\n<ul>\n<li>Economic:\u00a0 People lack access to cash or credit<\/li>\n<li>Functional:\u00a0 The product does not help people achieve what they want to achieve<\/li>\n<li>Educational: People don\u2019t know how to use the product or even what it can do<\/li>\n<li>Access: People can\u2019t buy the product because it is not readily available to them<\/li>\n<li>Social: The product doesn\u2019t conform to religious or social norms<\/li>\n<li>Emotional: The product triggers negative emotions.<\/li>\n<\/ul>\n<p>Analyze these segments and decide which are most pertinent to your business. Then, try to identify innovative methods for breaking through each roadblock to new customers.<\/p>\n<p><a href=\"http:\/\/blogs.hbr.org\/2013\/09\/implementing-innovation-segment-your-non-customers\/\" target=\"_blank\">Click here to read the blog post from Harvard Business Review.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You likely segment your current customers into groups for marketing and other purposes, but a recent Harvard Business Review blog post explains why also segmenting non-customers will help you innovate.\u00a0 According to \u201cImplementing Innovation: Segment Your\u00a0Non-Customers\u201d the key to advancement is understanding why hypothetical people are not already customers. The post says that most non-customers [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-13605","post","type-post","status-publish","format-standard","hentry","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Segment Non-Customers to Inspire Innovation - Smart Tan News<\/title>\n<meta name=\"description\" content=\"You likely segment your current customers into groups for marketing and other purposes, but a recent Harvard Business Review blog post explains why also segmenting non-customers will help you innovate.\u00a0 According to \u201cImplementing Innovation: Segment Your\u00a0Non-Customers\u201d the key to advancement is understanding why hypothetical people are not already customers. The post says that most non-customers fall into these categories.   Economic:\u00a0 People lack access to cash or credit  Functional:\u00a0 The product does not help people achieve what they want to achieve  Educational: People don\u2019t know how to use the product or even what it can do  Access: People can\u2019t buy the product because it is not readily available to them  Social: The product doesn\u2019t conform to religious or social norms  Emotional: The product triggers negative emotions.  Analyze these segments and decide which are most pertinent to your business. Then, try to identify innovative methods for breaking through each roadblock to new customers.  Click here to read the blog post from Harvard Business Review.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.smarttan.com\/index.php\/segment-non-customers-to-inspire-innovation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Segment Non-Customers to Inspire Innovation - Smart Tan News\" \/>\n<meta property=\"og:description\" content=\"You likely segment your current customers into groups for marketing and other purposes, but a recent Harvard Business Review blog post explains why also segmenting non-customers will help you innovate.\u00a0 According to \u201cImplementing Innovation: Segment Your\u00a0Non-Customers\u201d the key to advancement is understanding why hypothetical people are not already customers. The post says that most non-customers fall into these categories.   Economic:\u00a0 People lack access to cash or credit  Functional:\u00a0 The product does not help people achieve what they want to achieve  Educational: People don\u2019t know how to use the product or even what it can do  Access: People can\u2019t buy the product because it is not readily available to them  Social: The product doesn\u2019t conform to religious or social norms  Emotional: The product triggers negative emotions.  Analyze these segments and decide which are most pertinent to your business. Then, try to identify innovative methods for breaking through each roadblock to new customers.  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