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Strategy

STP — Segmentation, Targeting, Positioning

The classic three-step of marketing strategy.

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Visualization
1
Segmentation
2
Targeting
3
Positioning
What it is

Kotler's process: divide market → choose segment → build a unique position in the customer's head.

When to use it

Brand launches, new markets, repositioning.

How to apply

Segment by behavior, not demographics. Target only where you can win.

Source: Philip Kotler

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Why are we here?
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Where could we be?
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How can we get there?
5
Are we getting there?

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Five strategy questions to ask yourself on repeat.

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3C Model

Strategy lives where company, customer and competitors meet.

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About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.