Your Segmentation is not reality

Segmentation is a model of reality. It is not reality itself. And like every model, it simplifies — which is both its greatest strength and its greatest weakness. Ten thousand customers become ten segments, and suddenly the market is discussable. But something happened in that step that almost nobody talks about: you didn't remove the complexity. You decided which parts of it to ignore. The problem isn't that your segmentation is wrong. The problem is that it was built to answer a question nobody wrote down. In this video, I explain why the same customers can produce completely different segmentations, why industry often fails to explain buying behaviour, and how I would build a segmentation system today that keeps checking itself against reality. Chapters 00:00 Introduction 03:05 Segmentation is modelling 04:00 A model that worked — in its own reality 05:55 Reality, model, decision 07:02 The segmentation lens 07:44 Correlation is not yet segmentation 09:23 When a wrong assumption travels 10:36 German word of the episode 11:43 The segment nobody could see 13:35 Segmentation drift 15:20 What AI actually changes 18:16 Dealing with anomalies 18:49 Key Take-aways 21:10 Closing If this perspective challenged your thinking, • Like • Subscribe • Share your thoughts in the comments. Now go build something better.