Howard Moskowitz knows what makes you happy

Thanks to Gavin Heaton, via Drew McLellan via Todd Andrik I saw this fantastic presentation from Malcolm Gladwell at the 2004 TED Conference.

As Gavin puts it, learning from Howard Moskowitz via Malcolm Gladwell,

"The old adage 'you can't please all the people all the time' is true -- but if you can spend your research and insight budget in a way that will identify the clusters that make sense for your brand/product, then making your consumers 78% happy will more than deliver on your brand promise. It will open new markets."

Lots to think about it terms of personas, segmenting, new products, information architecture, content, identity and copywriting.

Watch this. It's worth the 18 minutes.