---
id: "quote-rigid-segmentation"
type: "quote"
source_timestamps: ["§ Designing Digital for Different Go-to-Market Models"]
tags: ["segmentation", "customer-journey"]
related: ["claim-rigid-segmentation-fails", "concept-flexible-boundaries"]
speaker: "Authors"
speakers: ["Prabhakant Sinha", "Arun Shastri", "Sally Lorimer", "Saby Mitra"]
quote: "Rigid segmentation fails to reflect how customers actually behave, while overlaps and gaps create conflicting or incomplete coverage."
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-new-31-tailor-digital-strategy-customer"
sourceUrl: "https://hbr.org/2026/06/tailor-your-digital-strategy-to-reach-every-customer"
sourceTitle: "Tailor Your Digital Strategy to Reach Every Customer"
---
# Failure of rigid segmentation

Explains why strict boundaries between GTM models fail in practice. Grounds [[claim-rigid-segmentation-fails]] and motivates [[concept-flexible-boundaries]].

> "Rigid segmentation fails to reflect how customers actually behave, while overlaps and gaps create conflicting or incomplete coverage."
> — The authors ([[entity-zs]])