How you solve the problem of growth always starts with the customer — and you can't really think about the customer without thinking about segmentation. Segmentation is what tells you how your customers differ, so that you can make better decisions about meeting their needs. Common ways to segment customers are in terms of demographics and socioeconomic factors or in terms of attitude. But L.E.K.’s Alan Lewis explains why a third dimension to customer segmentation — mission or purpose — can yield even more important insights that companies can use to unlock growth.

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