If you try to market to "everyone," you will appeal to no one. This is where the STP Framework comes in. It is the beating heart of modern marketing strategy.

• Step 1 (Segment): You look at the entire automobile market. You slice it up into groups: people who want safety for their families, people who want cheap commuter cars, people who want to look wealthy, and people who want eco-friendly cars.

• Step 2 (Target): You decide your company is best equipped to build eco-friendly cars. You ignore the other segments.

• Step 3 (Position): You build the brand in the customer's mind. (e.g., Tesla positioned itself not just as an eco-friendly car, but as a high-performance luxury eco-friendly car).