Evolution of the customer fish pond.

Once upon a time, the school of customer fish was a large silvery grey mass, some darker grey, some lighter silver, but pretty much the same all swimming the same stretch of ocean year after year.

The advent of limitless information available at the touch of a fingertip has allowed the individual to achieve something for the first time.

A greater and more detailed of personal expression than has ever been seen in history.

From clothing to shoes, from make up to mobile, the immense range of sizes,colours, shades and technology has given wings to the customisation of personal taste down to the most finite element.

Not only do you pick a brand and a model, but colour, trim, and style as well, plus the option of additional choices on smaller aesthetics.

And we love it!

Now, with the almost infinite diversification and range of choice and expression, the once large silvery grey mass of customer fish have rapidly evolved into smaller different coloured groups of fish, all swimming across the full extent of the ocean’s range, and finding smaller areas of sea to make their homes and there evolving into even more sub varieties.

In doing so, this has created a massive sub-segment market group (SSMG) where people who basically buy similar products with small basic differences, form  groups that share that commonality.

This results in smaller and more individual customer within that segment – ie an SSMG.

Evolution of the fisherman must follow.

The old saying of fish where the fish are is no longer true. Using that idea, you would simply cast your nets or line and take whatever you caught, whether you could use it or not.

There was always one type of fish that you wanted to catch and because they were in smaller numbers, you could never be sure whether you’d catch one that day.

You might have even tried a different bait with little or no result.

We want the customers we can use, not the ones we need to throw away and we want to catch more of THOSE customers.

Now the once vast fishing grounds are empty except for a few stragglers.

The smaller , brighter fish schools have found their own new grounds with conditions perfect just for them.

You need to create a new rod, new line and a new hook with their favourite bait to catch them.

And you can ONLY want to catch them.