STP: The Strategy That Separates Noise from Impact
Dear Friends,
Let me begin with a story.
The Story of the Blind Archer
Years ago, I met a young marketer — brilliant mind, big dreams, endless enthusiasm.
But his campaigns?
They failed.
Every. Single. Time.
One day, frustrated and exhausted, he walked up to his mentor and said:
“Sir, I’ve shouted my message to everyone…
yet no one is listening. Why?”
The mentor didn’t explain.
He didn’t lecture.
He simply took the young marketer to an archery ground.
In front of them stood an archer —
eyes closed…
shooting arrows randomly into the sky.
The arrows landed everywhere except the target.
The mentor whispered:
“This… is what you are doing in marketing.”
Then he pointed to another archer —
calm, focused, breathing slowly…
aligning carefully…
and hitting the bullseye again and again.
The mentor said:
“And this…
is what great marketers do.”
That day, he revealed a truth that transforms careers:
If everyone is your customer…
then no one truly is.
And then he taught him — and taught me —
the framework that changed everything:
The STP Approach
Segmentation. Targeting. Positioning.
The strategy that turns noise into influence, and influence into results.
1️⃣ Segmentation — Know the World Before You Change It
Segmentation is not data.
Segmentation is understanding humanity.
It is the art of acknowledging that people are different —
different dreams, different fears, different motivations.
A good marketer asks:
“Who can I sell to?”
A great marketer asks:
“Who are they as human beings?”
When you segment, you stop throwing arrows randomly…
and you start seeing the field clearly.
Demographics.
Psychographics.
Behaviors.
Needs.
You no longer speak to the crowd.
You speak to groups with meaning.
Segmentation turns confusion into clarity.
2️⃣ Targeting — Focus Is Power.
After segmentation comes the most emotional moment of the journey —
the courage to choose.
Choosing who you will serve…
and equally important,
choosing who you will NOT serve.
Targeting is about commitment.
Saying:
“These are my people…
and I will serve them better than anyone else.”
The world respects specialists, not generalists.
The customer trusts those who understand them deeply.
And business rewards those who focus.
Targeting is the moment when the archer lifts the bow…
and aligns with one clear target.
This is not exclusion.
This is precision.
This is power.
3️⃣ Positioning — Become the Meaning in Their Mind.
And finally, positioning.
Positioning is not what you say.
It’s not what you show.
Positioning is what your customer feels
when they hear your name.
It’s that instant connection.
That one sentence that defines your identity in their heart.
Apple? Innovation.
Volvo? Safety.
Nike? Performance.
Tata? Trust.
Positioning is the emotional contract between your brand and your customer.
It answers one question:
“Why you — and not anyone else?”
This is where brands are born.
This is where loyalty grows.
This is where legends rise.
The Final Lesson — The Archer Returns
Years later, that young marketer returned to the same archery field.
But this time…
he was the calm one.
The focused one.
The one hitting the bullseye — not by chance,
but by design.
Because he had learned:
✔ Segment who the world really is.
✔ Target who you can truly impact.
✔ Position yourself where your message becomes unforgettable.
This is not just marketing.
This is clarity.
This is focus.
This is transformation.
Conclusion
Ladies and gentlemen,
Marketing is not shouting louder.
Marketing is speaking smarter.
Marketing is connection.
Marketing is relevance.
Marketing is precision.
Segmentation helps you understand.
Targeting helps you choose.
Positioning helps you stand out.
This…
is the STP approach.
The strategy that turns ordinary marketers into visionaries…
and ordinary brands into icons.
Thank you.