Free Lunch: The Power of Segmentation by Rob Ristagno, founder and CEO of the Sterling Woods Group

I remember a business school professor proclaiming, “diversification is the only free lunch.” He meant that diversification is the only technique in finance that simultaneously lowers risk and increases returns (click here if you don’t believe me). I’d argue that there’s another free lunch in the business world: segmentation. Segmentation allows companies to simultaneously lower marketing costs and increase sales. […]