Whether you're an entrepreneur seeking to disrupt a product category or an established organization in the midst of digital transformation, success will hinge on one thing: innovation.

In working with marketing, BI and sales teams over the years, I've noticed a regular misuse of the terms segments and personas. Although often used in complementary ways, they are not one and the same. Here’s how I would differentiate.

Your “brand” is the sum total of all your customers' experiences with your organization and every touchpoint matters.