Humans see patterns; humans like patterns; and where we do not find them we create boxes that help us to sort our world. Once we have sorted our world, we feel comfortable again. That's in very simplified terms what drives since decades descriptive marketing practices of segmentation. However, the majority of segmentation approaches is by no means intelligent or capable of predicting or even guiding customer decision-making. Moreover, though new concepts like personalized marketing have made it into the marketing and product design departments of consumer industries, the underlying thinking hasn't actually changed to embrace individuals contextually and to create symbiotic relationships. What can you do to change the path dependency of your marketing decisions and make personalized marketing real instead of faking personal customer and consumer relationships? Stop segmenting humans and start segmenting moments, advises Nils-C. Huber and describes in his book a new approach to superior customer experience called "Momentary Motivation". Thought provoking for your future of marketing. "Momentary Motivation" addresses the need and potential solution how to finally implement customer centricity, not just including it into keynote speeches and company value statements.

Nils-C. Huber is a digital business strategist and member of IBM's global Center of Competence for Digital Business Strategy. He advises and supports board members, business developers and digital leaders how to reinvent business models, build and use ecosystems, and to grow business with the help of technology. He has practiced coaching and facilitation of creativity and design thinking for a number of years. Previously, he was leading the partnership between Apple and IBM for IBM's Business Analytics and Strategy Service Line across Europe as well as the Innovation Strategy Consulting practice in Germany, Austria and Switzerland. He is a 'certified' banker, graduated as savings bank economist, holds postgraduate diploma in management and a Master of Business Administration degree.