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Frame: Nobody Has to Buy From You

Nobody has to buy from you

What "our customers are students" was hiding

Two rows instead of one

Model: The Customer, Split in Two

Who the customer is

Where the customer is

Seven questions, asked twice

Practice: The Segment Sheet and the Place Test

Procedure one: splitting the customer

Procedure two: testing the place and the move

Worked Example: the society repair service

Practice: two drills

Judgment: When a Segment Predicts Nothing

Four ways this analysis goes wrong

Check: attributes, not segments

Where influence stops

Check: same people, new street

What the two rows cannot settle

Check: two moves, one term

Check: would you say it out loud?

Check: the user is not the payer

This module opens by separating what a business decides (what it does, what it owns) from what it can only influence: the customer. It teaches the model's two customer rows, who and where, showing which buyer and location differences actually change strategy versus which are mere description, and why moving on both rows at once destroys the ability to learn from results.

The first two elements a business cannot decide for itself — Customer Who and Customer Where — and why the phrase "the customer" lets an analysis sound specific while committing to nothing. Which differences between buyers change what a business should do, what a place changes about the economics of serving somebody, and why moving on both rows at once buys a result nobody can learn anything from.

Who Your Customer Is, and Where

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