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well good morning and thanks for joining us this is Tony Olek founding CEO of strategy and let us get started with todays webinar again thanks for being here you know one of the most interesting parts of innovation to me has always been market segmentation which is what well be talking about today and it all ties back to strategy of course you know companies are all depending on strategy in order to grow whether youre trying to come up with a business model innovation strategy or a strategy for disruption or digital transformation and every situation theres a dependency and the dependencies on understanding customer needs and coming up with or discovering segments of customers that have different unmet needs and we promise to be true nearly every market over the years is that you know its very rare that a market is homogeneous marketing 101 comes into play here and nearly every market there exists segment of customers with different unmet needs and its critical to understand who
