Narrow Until the Position Moves Behavior
Use STP to define a first D2C audience tightly enough to guide positioning and channel choices.
Principle: A useful segment changes decisions. The teach STP turns a market into a sequence of choices: segment the real differences, target the wedge worth concentrating on, then position the brand for that wedge. In D2C, the target should be specific enough to shape creative and operations. Why it works A tight target lowers ambiguity. The team knows which alternatives matter, which proof points belong above the fold, which creators are credible, and which retention triggers feel natural. Anti-pattern 'Millennial women who care about wellness' is not a target. 'New mothers restarting workouts who need protein that feels gentle before…
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