To many organizations, targeted means “for someone.” Marketers use large quantitative studies to divide the world into segments based on demographics, attitudes, or usage. Segmentation is a good way to size up a market, but relatively useless when defining new products.
At TXI, targeted means “for someone very specific.” We call these very specific someones “linchpin” customers, and they represent your ideal user.
They’re behavioral archetypes that provide a clear picture of a real person you exist to serve. To zero in on these customers, we uncover extreme users (those with intense needs and distinct challenges) who are passionate about products or services like the one being explored and have high expectations. By seeing the world through the eyes of your linchpin customer, we can get explicit about how your product can create value for them and connect with values shared by broader audiences.
This clarity and specificity are essential to aligning your product focus with your linchpin customer.