Marketing
Personal identity
Van Gogh painted the sunflower so often that it became his signature, the way a brand comes to own a colour. Owning a place in people’s minds starts with knowing them: who buys, how often, and what they will pay.
“You know that Jeannin has the peony, Quost has the hollyhock, but I have the sunflower, in a way.”Vincent van Gogh to Theo, Arles, 22 January 1889
Young sunflowers turn through the day to follow the sun; once mature, they settle facing east, where the morning warms them first and bees visit most. Customers and markets move too. These pages find the segments worth serving, the countries worth entering, the price worth charging and the growth worth paying for.
Market segmentation
Split a market into groups that want different things, size them, and decide which to target.
- Survey-based segmentation
- Segment profiles and targeting
- RFM customer value
Market map
Compare countries on a world map and rank where to expand, with your own weights.
- World map of any measure
- Weighted market-attractiveness score
- Attractiveness against reach
Pricing
How much units fall when price rises, and the price that earns the most.
- Price elasticity (log-log)
- Profit-maximising price
Growth and experiments
Whether customers are worth what they cost to win, and whether a test result is real.
- Unit economics
- A/B test and sample size
Sources
- Van Gogh to Theo, Arles, 22 January 1889, letter 741.
- Atamian, H. S., Creux, N. M., Brown, E. A., Garner, A. G., Blackman, B. K. & Harmer, S. L. (2016). Circadian regulation of sunflower heliotropism, floral orientation, and pollinator visits. Science 353(6299), 587–590.