Why B2B Companies Keep Serving "Lukewarm Tea"

In this episode we explore one of the most common mistakes companies make when trying to grow: assuming every customer values the same things. Tom and Mary explain the "Lukewarm Tea Syndrome"—the tendency to average customer needs into one generic value proposition that resonates with no one. Through examples from airlines, pharmaceuticals, and B2B medical equipment, they demonstrate how needs-based segmentation can uncover opportunities that are often hiding in plain sight.