Segmentation · 7 min
When behavioural segments are worth building
Three signals that your team has outgrown basic personas and needs a shared behavioural model.
Field notes
Practical thinking for teams learning from product behaviour.
Short, grounded guides from segmentation work—written for product, growth and data teams.
Activation · 6 min
Finding an activation signal without fooling yourself
A practical test for separating early product activity from evidence of lasting value.
Operations · 5 min
Give every team the same language for usage
How segment definitions can connect roadmap, lifecycle and customer conversations.