Companies spend millions on buyer segmentation profiles. While accurate to some degree, they are not fully revealing.
Today’s buyers are fickle, conflicted, and tortured. They may feel X today about a product but Y tomorrow. They pulse between different behaviors while continuously trading up and down with buying decisions.
It does not mean companies should meet them in the middle. Rather, it’s more reason to avoid the middle because buyers are increasingly not there.
And as we know from life, the middle of the road is the most dangerous place to be – that’s where you get hit.