Deeply insightful book about growth strategy and customer segmentation. Highly recommend for anyone in branding, marketing and growth fields. However, as an Investment Banker, who works across a vast variety of sectors and functions, I found this to be an easy read, even as a non-expert in this specific domain.

What I liked:
- Case Studies
- Reflection Questions
- A crystal clear understanding of what we have been seeing in the market for years, but perhaps could not put a framework around
- Tactics to deal with the conflicts, especially the discussion around building/buying a separate brand, as this is something I’m seeing an interest in the market around

Potential areas of improvement:
- Key topics would benefit from additional tables or diagrams
- Any quotes or real-life statements for some case studies to make them more tangible
- The formatting of the ARC feels quite academic, not sure if the final book would be the same, but the easy and humorous tone of the book doesn’t immediately translate into the visuals

Thank you Netgalley and HBR press for the ARC and looking forward to reading more!