01
Few recipes, real dimensions
Role, goal, size, competitor. Experience refines. You don’t model the universe on day one.
Segments
Named audiences, not a combinatorial explosion.
A few recipes. Dimensions you can explain. Each segment is a project with a play to aha, enterprise competitor lead, or a manager of a team of 10.
Personalization dies when it becomes a matrix.
- PMs · mid-market
- Engineers · migrating
- Trial · enterprise
When everyone is a segment, no one is activated.
A rule for every trait combination looks sophisticated. It is unmaintainable. Operators stop trusting it, and ship one tour again.
The matrix
- A combinatorial explosion of rules
- “Everyone” dressed up as personalization
- Three tools, three taxonomies
The project
- Named audiences as projects
- Canonical examples you reuse
- Items stay independent; plays compose them
Personalization you can explain in a standup.
If you can’t name the audience and the aha, you don’t have a segment. You have a filter.
02
One audience, every channel
Outbound, in-app, and email share the definition. Stop maintaining three lists.
03
One flow per audience
Each segment gets a sequence to first value. Change that flow without exploding the matrix.
You stay in control
Segment = project.
Operable personalization. That’s the difference between “we target” and users actually hitting value on purpose.
Also in Krest
Activation runs on Krest.
Name the audience. Give them a path. Ship it.