Before you can successfully segment a market, you have to know why you are segmenting in the first place and how to define a market in such a way that makes it possible to discover segments of people with different unmet needs.

A good segmentation scheme reveals the contexts in which customers have a unique set of unmet needs and what needs are unmet in each segment.

Applying JTBD Theory to market segmentation makes these discoveries possible—and AI can assist.

About our speaker:

[Tony Ulwick](https://www.linkedin.com/in/tonyulwick/)

Strategyn Founder and CEO, Inventor, Author and Innovation Thought Leader #jtbd, #strategy, #innovation, #productmanagement und #innovationmanagement
Pompano Beach, Florida

About our hosts:

[Markus Willner](https://www.linkedin.com/in/markus-willner/)
Markus Willner is the Head of Agile Coaching at Bosch BTVS, specializing in agile training, coaching, and organizational development. With over 17 years of experience, he holds multiple certifications, including Certified Scrum Master, Certified Agile Leader, and Kanban Trainer. Markus has worked across industries such as automotive and telecommunications, focusing on agile transformations and leadership development.

[Thoralf J Klatt](https://www.linkedin.com/in/tjklatt/)
Thoralf serves as a Product and Agile Coach. His motto is: be at the center of value. He started his career developing medical devices like CT scanners and became a Certified Scrum Master in 2007. Based on many years of experience in diverse domains, Thoralf qualified as SPC in 2016, as Scrum@Scale and Scrum Inc. Trainer with Jeff Sutherland in 2019, and as Mobius Navigator Coach with Gabrielle Benefield in 2020. He has been translating her [new book](https://www.amazon.com/Mobius-Outcome-Delivery-Quickstart-decisions-ebook/dp/B0DX1SHB2Y/) on Mobius Loop to German. Reach out for speakerships.

Thoralf J. Klatt

Markus Willner

Business Agility Meetup Berlin

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Entrepreneurship

Agile Project Management

Business Strategy

Kanban

Agile Coaching

Agile Leadership

Agile Transformation

Enterprise Agility

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Organization Culture & Agility

Business Agility

Tony Ulwick: Discerning Market Segments using JTBD and AI (ONLINE)

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Business Agility Meetup Berlin

Tony Ulwick: Discerning Market Segments using JTBD and AI (ONLINE)

Business Agility Meetup Berlin

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