Focus for Growth: Segment, Target & Position

In a world of endless opportunities, the biggest challenge for many businesses isn’t a lack of ideas, it’s a lack of focus. Scaling effectively isn’t about chasing every opportunity; it’s about choosing the right ones. That’s where Segmenting, Targeting, and Positioning (STP) come in - a framework that sharpens your strategy and fuels sustainable growth.

Segment: Define Your Market

Not all customers are the same. The mistake many businesses make is trying to appeal to everyone, which often leads to diluted messaging and wasted marketing spend. Instead, break your market into meaningful segments based on:

• Behaviours – How do they engage with your product or service?
• Needs – What problems do they need solving?
• Psychographics – What are their motivations, beliefs, or values?

When you understand these nuances, you can craft messages and offers that truly resonate.

Target: Choose Where to Play

Once you’ve identified different segments, the next step is choosing where to focus. Not every segment is worth pursuing. The best way to decide? Look at the sweet spot between:

1. Your expertise – What do you do better than anyone else?
2. Market opportunity – Where is demand growing?
3. Competitive landscape – Can you realistically win here?

This is where strategic focus beats the "spray and pray" approach. Pick a segment where you can truly add value and dominate.

Position: Own Your Space

Positioning is about defining your unique value proposition - what makes you different and better than the competition. The golden rule?

1. What you have: your strengths & capabilities.
2. That your customer wants: their needs & desires.
3. And that your competitors don’t have: your true differentiator.

Your positioning should be crystal clear at every touchpoint, from messaging to brand identity and product design to customer experience.

The Power of STP in Action

The most successful brands don’t try to be everything to everyone. They’re laser-focused. Nike targets athletes and fitness enthusiasts who crave performance and inspiration. Airbnb positions itself as a travel experience platform, not just accommodation. Tesla isn’t for every car buyer, it’s for those who value innovation and sustainability.

If you want to drive real business growth, don’t just market - focus.